Trust in generative A.I. depends on shared frameworks that safeguard creators while expanding creative opportunity. Unsplash+
Human creativity is one of the most powerful and complex traits we possess. It extends far beyond aesthetics or entertainment—it’s how we tell stories, solve problems and imagine what does not yet exist. Today, we find ourselves rethinking what it means to be creative in an A.I.-driven world. As generative tools become increasingly embedded in creative processes, the question is not whether A.I. can replace human creativity, but how it might expand the ways we express ourselves.
The real potential of A.I. in creative work depends on building trust in the systems that enable it. The recently reintroduced NO FAKES Actwhich would prohibit the unauthorized use of a person’s name, image or likeness in A.I.-generated content, marks a growing recognition that protecting digital identity is foundational to the future of creativity. It not only makes the internet safer for everyday people, it establishes critical groundwork for the next chapter of the creator economy, pointing to a future where individuals have greater control of how their digital identities are used.
The most enduring technologies are those that expand creative opportunity without compromising the rights of the individuals whose work and likeness fuel it. As generative A.I. proliferates, that means putting in place systems that enable attribution, consent and compensation. These safeguards will help ensure that A.I. isn’t used to replace artists, but to expand the creative world and deliver on its promise to unlock more accessible and equitable ways of making.
The creator economy at a crossroads
This promise is already beginning to take shape, fueled by the rapid growth of the creator economy. From concept to completion, A.I. is transforming creative workflows across industries, empowering creators to stretch the boundaries of what is possible. Reports estimate that more than 80 percent of creators now integrate A.I. into their process, a sharp increase from just 33 percent two years ago. As the creator economy accelerates toward a projected $500 billion global market by 2030one question keeps rising to the surface: Can we trust the systems that are powering it?
A new layer of risk
The very accessibility that makes A.I. so appealing to creators also makes it easier to exploit. Voice cloning, deepfakes, impersonations and unlicensed content have become part of the everyday digital terrain. In most cases, those affected are expected to monitor their own likenesses, issue takedown requests and navigate convoluted reporting processes after the damage has already been done to their brand and reputation.
Right now, attribution, consent and compensation remain more aspiration than standard. These principles are showing up in lawsuits, headlines and policy proposals, but in practice, they are nearly impossible to enforce. The mechanisms needed to uphold them simply do not exist.
The case for building systems
If generative A.I. is going to power the next wave of creativity, it needs a system that ensures rights, consent and accountability are enforced from the start. What is required now is a shared technical framework that enables platforms and creative tools to identify unlicensed content, screen for misuse and enforce protections in real time. Such a system would not limit creativity; it would protect the conditions that allow it to flourish.
Imagine a world where creators could license their voice models directly within a platform, with usage automatically tracked and royalties distributed. Where attempts to replicate a celebrity’s image or generate knockoff versions of branded content could be flagged before publication. Where artists could opt into training models on their work, with visibility into where and how that training occurs. It is entirely possible if we choose to build the infrastructure that makes it real.
This is not just about reducing risk, it is about designing a creative economy where innovation and integrity are not at odds. A future in which A.I. tools are designed to be both safe and responsible holds the power to rebuild trust and cultivate a creative economy that is both secure and commercially sustainable.
Why collaboration and coordination matter
Creating a future where generative A.I. is both innovative and responsible will depend on more than intention. It will require a coordinated, collaborative effort across the entire ecosystem: platforms, rights holders, A.I. developers, regulators and lawmakers alike. True progress will be achieved through a shared commitment to building systems that make enforcement real, accessible and scalable.
Collaboration in this context means designing shared standards for licensing, attribution and rights enforcement that are technically interoperable across platforms. This means building infrastructure that allows A.I. companies to train on authorized content and distribute royalties fairly, giving rights holders clear visibility into how their image and content is used, and giving platforms the ability to screen for violations before harm occurs. In this model, responsibility is not outsourced, it is distributed.
Although legislation alone is not enough, it still plays a vital supporting role as the framework that facilitates collaboration. Federal laws can clarify expectations, set consistent protections and empower platforms to act decisively without fear of overreach or ambiguity. The proposed NO FAKES Act is a strong example, by formally prohibiting the unauthorized use of a person’s name, image, or likeness in A.I.-generated content, it creates a national baseline that protects individuals while enabling platforms and developers to build with confidence. Unlike a patchwork of inconsistent state laws, federal coordination provides the clarity and cohesion that meaningful collaboration depends on.
The NO FAKES Act is a starting point for something bigger: the creation of digital identity rights. These rights should extend beyond protection; they must enable new forms of agency and opportunity. Just as college athletes are now able to monetize their name, image and likeness (NIL), ordinary people may one day be able to license their digital identities for use in A.I. training datasets or creative projects. This shift would turn identity from something vulnerable into something valuable, giving people both protection and choice.
Ultimately, this is not just about preventing harm, but also about designing a future where generative tools are built on trust, where creativity and compliance go hand in hand, and where the creative economy can grow without sacrificing the rights of the people who power it.
Loti AI’s Brandon Bauman and Johana Gutierrez contributed to this article.
