Pippa is trying to win over artists with a revenue-sharing model for generative AI video, The Verge reports. The startup’s approach comes after years of anger over AI companies training models on creative work without permission or compensation.
The pitch is simple: instead of treating artists as unwilling data suppliers, invite them into the system and pay them when their work helps generate output. That could appeal to creators who want some control over AI licensing without rejecting the technology entirely.
The hard question is whether the deal is meaningful. Artists will want to know how their work is used, how payouts are calculated, whether they can opt out, and whether generated clips compete with the same people being paid. A royalty plan can reduce conflict, but it does not automatically solve consent or market pressure.
Pippa’s experiment reflects a broader shift in generative AI. As lawsuits continue, some companies are testing licensed or compensated models. The outcome will depend less on the slogan of “artist-friendly AI” and more on the actual terms creators receive.