Inside Big Tech’s underground race to buy AI training data

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NEW YORK, April 5 — At its peak in the early 2000s, Photobucket was the world’s top image-hosting site. The media backbone for once-hot services like Myspace and Friendster,...

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“We’ve spoken to companies that have said, ‘we need way more,’ Leonard added, with one buyer telling him they wanted over a billion videos, more than his platform has.Photobucket declined to identify its prospective buyers, citing commercial confidentiality.

Reuters spoke to more than 30 people with knowledge of AI data deals, including current and former executives at companies involved, lawyers and consultants, to provide the first in-depth exploration of this fledgling market — detailing the types of content being bought, the prices materialising, plus emerging concerns about the risk of personal data making its way into AI models without people’s knowledge or explicit consent.

Tech companies say the technology would be cost-prohibitive if they couldn’t use vast archives of free scraped web page data, such as those provided by non-profit repository Common Crawl, which they describe as “publicly available.” The deals with Big Tech firms initially ranged from US$25 million to US$50 million each, though most were later expanded, Shutterstock’s Chief Financial Officer Jarrod Yahes told Reuters. Smaller tech players have followed suit, spurring a fresh “flurry of activity” in the past two months, he added.

OpenAI, Google, Meta, Microsoft, Apple and Amazon all declined to comment on specific data deals and discussions for this article, although Microsoft and Google referred Reuters to supplier codes of conduct that include data-privacy provisions.

The priciest images in his portfolio are those used to train AI systems that block content like graphic violence barred by the tech companies, said the supplier, who spoke on condition his company wasn’t identified, citing commercial sensitivity. AI systems have been caught regurgitating exact copies of their training data, spitting out, for example, the Getty Images watermark, verbatim paragraphs ofarticles and images of real people. That means a person’s private photos or intimate thoughts posted decades ago could potentially wind up in generative AI outputs without notice or explicit consent.

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