Planet Earth has Attenborough, but the internet has no one

Sir David Attenborough turned 99 yesterday. This milestone prompted celebration of a man who’s spent his life defending the natural world from exploitation. 

Attenborough's impact transcends conservation; he represents a fierce commitment to safeguarding the planet’s most vulnerable species and ecosystems.

In today’s digital age, who's stepping up to protect the value of human creativity?

But in today’s digital age, where technology moves faster than legislation and ethics can’t keep up, who’s stepping up to protect the value of human creativity and identity, something which, in many ways, is as vulnerable as the natural world? 

Above: Sir David Attenborough, who turned 99 yesterday, has been a feature on our screens for decades. 

Just as Attenborough became a guardian of nature, the digital world needs its own protectors - champions for the rights of talent, artists and brands against the tide of digital exploitation.

The creative potential of the digital landscape is enormous. Generative AI, immersive media and digital collaborations are reshaping how art, content and identity are expressed and shared. But to truly unlock this potential, we must first secure the rights and identities of creators. 

The rise of synthetic media has brought unprecedented challenges to protecting talent and creativity. 

Without strong protection mechanisms, innovation risks being stifled by exploitation, misinformation and the loss of trust. Building a framework for digital conservation is not just necessary, it’s the key to unleashing creativity in the modern age.

The digital IP crisis: a new frontier

The rise of synthetic media has brought unprecedented challenges to protecting talent and creativity. AI technologies are advancing rapidly, enabling the creation of hyper-realistic content with minimal input. Deepfake videos, AI-generated art and synthetic voices blur the line between authenticity and fabrication. This wave of digital innovation, while exciting in many ways, leaves personal and brand identities increasingly vulnerable.

Above: "Without strong protection mechanisms, innovation risks being stifled by exploitation, misinformation and the loss of trust."

It’s not just a theoretical problem. The digital rights landscape is already a Wild West, and image misuse is rampant. According to data collected by TrueRights, six out of 10 digital brand campaigns knowingly or unknowingly violate usage rights, leading to financial losses and reputational damage. 

Creators with significant followings lose thousands annually due to improper licensing and unauthorised use of their likeness. The problem is compounded by the explosive growth of generative AI, which is projected to reach a valuation of $803.90bn by 2033.

A robust rights management framework can turn what currently feels like a chaotic environment into a structured, profitable space.

But it’s not just about damage control. If managed correctly, the evolving digital landscape offers a substantial monetisation opportunity. By setting clear and enforceable rights, creators, talent and brands can receive fair remuneration for their work. A robust rights management framework can turn what currently feels like a chaotic environment into a structured, profitable space where creative contributions are properly valued and compensated.

Above: "If managed correctly, the evolving digital landscape offers a substantial monetisation opportunity."

Protecting talent in the digital age

The conversation must move beyond simply recognising the risks, to implementing practical solutions. While digital rights management remains fragmented and inconsistent, new approaches are emerging to address these challenges. One promising direction is the development of digital tools that allow creators and brands to maintain control over their digital assets through secure licensing and better visibility.

The conversation must move beyond simply recognising the risks, to implementing practical solutions. 

This is one of the key reasons for the creation of TrueRights. We’re establishing traceable digital imprints, the TrueRights Stamp, for example, that mark content as legally licensed and track where that content is used across a brand’s social channels, and whether it’s being exploited without permission. 

We also facilitate the consolidation of approved training data for AI use, which eases the process of monetisation in gen AI and helps to identify models that are being trained on unauthorised images or voices. These solutions, however, require industry-wide adoption and robust standards to be truly effective.

Above: The TrueRights Stamp is able to mark content as legally licensed.

Rethinking digital conservation

Just as Attenborough inspired a movement to conserve biodiversity, the creative industry must cultivate a culture of safeguarding digital identities. Establishing clear standards and practices for digital rights management can mitigate the risks that are only fuelled by generative AI. Protecting talent in the digital age is not just about technology, it’s about fostering an ethical mindset where creators' rights are respected and upheld.

As we move forward, the industry must prioritise the protection of creative rights with the same dedication that Attenborough has shown to conservation.

Imagine the consequences when a brand’s spokesperson is digitally manipulated to endorse a rival product or when an artist’s unique style is replicated and sold without permission. Without robust protection mechanisms, digital exploitation could become the new norm, undermining consumer trust across the digital landscape.

Building a protected digital ecosystem

As we move forward, the industry must prioritise the protection of creative rights with the same dedication that Attenborough has shown to conservation. By uniting under a shared commitment to digital stewardship, talent, brands and industry leaders can work towards a safer, more respectful digital ecosystem.