Clooney and Hanks: An AI Standard to Protect Image Rights

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Key Takeaways

1George Clooney, Tom Hanks, and Meryl Streep support a new standard to protect the use of their image by AI.

2The Human Consent Standard allows individuals to control how their works and images are used by AI systems.

3RSL Media, co-founded by Cate Blanchett, oversees this standard, supported by major figures in Hollywood and artistic organizations.

💡Why it matters — This standard could transform the way image rights and intellectual property are managed in the age of AI, impacting artists and creators on a global scale.

A New Standard for AI Image Usage

Iconic figures from Hollywood, including George Clooney, Tom Hanks, and Meryl Streep, are rallying to support a new licensing standard aimed at regulating the use of images and creative works by artificial intelligence systems. This Human Consent Standard seeks to empower individuals to define the terms of use for their work, whether that means granting full permission, restricting access, or allowing it under certain conditions. It will also determine whether AI systems must pay to use a person's image, creative works, characters, and designs.

The RSL Media Initiative

This standard is based on the Really Simple License (RSL), introduced the previous year to guide websites in managing the use of their content by AI. RSL Media, a nonprofit organization co-founded by Cate Blanchett, is responsible for this new standard. In addition to Clooney, Hanks, and Streep, personalities like Viola Davis, Kristen Stewart, and Steven Soderbergh, as well as organizations such as the Creative Artists Agency and the Music Artists Coalition, support this initiative.

A Web Technology-Based Operation

According to Eckart Walther, co-founder of RSL Media, the Human Consent Standard can be discovered by AI systems through a website's robots.txt file, similar to the RSL standard. However, unlike the RSL, which applies to a specific URL, this new standard pertains to the work, identity, or brand itself, regardless of where it appears.

A Registry to Verify Permissions

A registry will be launched in June to allow individuals to verify their identity and set permissions regarding the use of their image and creative works. RSL Media will translate these terms into signals that are readable by AI systems. "The goal is to provide a trusted space for publishing these statements, allowing responsible AI systems to verify the necessary permissions," explains Walther.

Artists Already Taking Action

Some artists have already taken steps to protect their image. Matthew McConaughey has filed a trademark for clips of himself, while Taylor Swift has requested a trademark for a photo and two audio snippets where she says, "Hi, it's Taylor" and "Hi, it's Taylor Swift."

An Accessible Solution for All

With the launch of RSL Media, everyone can attempt to define permissions for their work. Cate Blanchett emphasizes that "RSL Media is a simple, effective, and free technology, offering everyone—not just public figures—the opportunity to control the use of their work by AI."