AI’s impact on content licensing — Analisa Goodin // Catch+Release

Show Notes

• 02:15
  Why marketers license content

  Marketers license content for permission to use content creators photos or videos in their ads or presentations. Licensing, whether through fees or other value arrangements, is a way for content creators and marketers to exchange value.
• 03:15
  The benefits of content licensing for marketers

  Licensing content can be highly cost-effective for marketers, offering efficiency and savings compared to custom production. Leveraging pre-made content allows marketers access to authentic, fresh content that mirrors the current cultural trends
• 15:12
  Marketers and the importance of authentic content from real people

  Licensing authentic content from real people helps marketers build trust quickly, which is essential for purchasing decisions. Relatable visuals engage viewers and drive desired behavior while brands build professional relationships with content creators.
• 07:47
  The democratization of content creation and generative AI in advertising

  Smartphones have democratized production capabilities, enabling high-quality creator content. AIs use in advertising faces legal and ownership uncertainties, leaving marketers hesitant to use it for public campaigns due to copyright law ambiguity.
• 10:08
  Challenges in embracing AI generated content for advertising

  Barriers to adopting AI-generated content in advertising include copyright law ambiguity and AI-generated content's inability to replicate authentic moments. The current quality of AI-generated video lacks the authenticity and emotional depth that brands seek.
• 11:55
  AI's role in supercharging content discovery

  Catch+Release leverages AI as an extension of its curation capabilities to infer what's important in images and videos for marketers and buyers. By having their curators train the AI on what's important to a human, the discovery process becomes more efficient.
• 14:04
  The limitations of generalized tools vs. Catch+Release

  While LLMs like ChatGPT excel in generating text, their visual capabilities are limited. Catch+ Releases solution uses AI to help marketers find the visuals they need online to tell compelling stories.
• 15:13
  Connecting marketers and content creators with the Catch+Release platform

  Catch+Release provides license-ability estimate tools and guides creators through the licensing process. The company's goal is to connect, protect, and celebrate storytellers, creating an experience that encourages marketers and creators to collaborate again.
• 16:34
  Leveraging AI to optimize content licensing and production strategies

  AI is valuable for quickly translating words into visuals during the campaign ideation phase. Leveraging tools like ChatGPT, marketers can jumpstart and refine ideas, before deciding on custom production, licensing, or leveraging stock content.
• 18:08
  Original production vs. content licensing in marketing

  Original production is a $700 billion market that will remain active. However, content licensing is a powerful and complementary tool in marketers' content creation toolset, offering a faster and more flexible approach to growth for brands.