The proliferation of generative technology is quickly coming to the creative industry and is changing how well-known brands and the creator economy operate. AI-generated content holds a vast amount of potential for brands, organizations, and designers to fulfill their creative asset needs at scale. But it also raises fundamental questions around the very nature of content: How can we ensure it is ethically generated? Who owns the IP? And what does it mean for the future of art?In this talk, Chief Product Officer at Shutterstock Meghan Schoen and will speak with AI and Visual Artist Ron Domingue about the emergence of generative content, how major players are using the artform, and what can be done to ensure the AI underpinning it is both useful and ethical.