The Fight to Own Your Creative Content

As a platform, the web caters to creators. It’s a place to publish and share whatever we want. We’ve used it to fuel the rise of everything from blogs to influencer videos.

The results are impressive. Think of all the careers kickstarted by online publishing. I am living proof. Writing and web design have provided me with income and a platform. I’m forever grateful.

However, the rules of content ownership seem to be changing before our eyes. And it’s not the familiar trope of a spammer copying your text and images.

These days, large companies are trying to stake a claim. Social media has been doing this for years. And now artificial intelligence (AI) is putting the practice into overdrive.

Not everyone wants to own our content outright. Various platforms are looking to profit from what we create, though. Let’s take a look at what’s happening and what it means.

A Misunderstanding That Made Creators Think

Imagine a tool that helps you create compelling content. It then takes your content and profits from it. A recent change to Adobe’s Terms of Use seemed like it might do just that.

Users were up in arms regarding the revised language in the agreement:

“4.2 Licenses to Your Content. Solely for the purposes of operating or improving the Services and Software, you grant us a non-exclusive, worldwide, royalty-free sublicensable, license, to use, reproduce, publicly display, distribute, modify, create derivative works based on, publicly perform, and translate the Content. For example, we may sublicense our right to the Content to our service providers or to other users to allow the Services and Software to operate as intended, such as enabling you to share photos with others. Separately, section 4.6 (Feedback) below covers any Feedback that you provide to us.”

I’m no lawyer or legal expert. But it sounds like the company is permitting itself to use your content. Theoretically, Adobe could use content created in Photoshop to feed its AI model.

Adobe has since clarified that this is not the case. The changes relate to allowing their cloud-based AI tools to modify your content – at your request. Furthermore, the language is there to facilitate the sharing of files via Adobe apps.

Perhaps it was all an honest misunderstanding. But can you blame anyone for being suspicious of the change?

Content Isn’t Just for User Consumption

The relentless pace of AI is making some people uncomfortable. Tools are scraping our websites to feed their models. Opting out isn’t straightforward.

It’s also different from social media. The workaround there has been to create content on a platform you control (a website) and promote that content on social media. We’re merely funneling traffic from a proprietary platform—not allowing it to own our creations.

AI has changed the game. The platforms are meeting us where we are. They’re indexing what we’ve published to improve their product.

All of this happens in the background. It may not be a big deal to some. If you can’t see it happening, what’s the harm?

We may not immediately see the effects. But the long-term ramifications could be significant.

What happens when a company chooses AI instead of a copywriter? Or let ChatGPT generate all of its custom code? Or replace a graphic artist with a text-to-image tool?

These things are already happening. Maybe they haven’t impacted you just yet. But pessimists will see this as feeding the machine that will take your place.

Rethinking the Role of Apps in Content Creation

I can’t say that I ever considered the role apps play in what I create. For example, I’ve used Photoshop since the 1990s. It was a great tool that helped me accomplish my goals. It still is.

The misunderstanding surrounding its Terms of Use has me wondering. How far will an app go to serve us and itself?

It’s no longer paranoia to think a software company would use our content for profit. And governing bodies can’t act swiftly enough to stop it. It’s the wild west out there. Companies will experiment and go as far as they can.

So, perhaps it’s no longer about using the most powerful tool for the job. Now, it’s about using tools that respect users.

App developers should be clear about their intentions. And, if they are feeding content to AI models, they should allow users to opt out. The process for doing so should be simple.

There’s a market for apps with a privacy-first focus. We see this with web browsers like Firefox and DuckDuckGo. That’s a roadmap for creative apps and publishing platforms to follow.

The New Reality of Content Creation

There’s always been some risk when publishing online. Anyone could copy your work and call it their own. Or they could redistribute your work in an unapproved manner. It’s frustrating, for sure. But we’ve learned to live with it.

These days, the concern is how and where we create. Do we own our content – or are we expected to share ownership? What rights do we have? What does all of the legalese in the Terms of Service mean?

The answers may deter some of us from publishing. That’s a shame because the internet is the perfect medium for sharing ideas.

In reality, we should think twice before using a tool or platform. As creators, we need to know what we’re getting into.

The situation also underscores the importance of free, open-source software (FOSS). Platforms like WordPress ensure content ownership and portability. Integration with AI is optional – even if blocking content scrapers isn’t automatic.

The bottom line is to do your homework. Find tools that respect your privacy and rights to ownership, and avoid the ones that go too far.

We can’t control everything in this industry, but we can make informed choices. For now, it’s our best option.

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