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The frenzied progress of generative image models has been accompanied by a free-for-all on the likenesses of their human counterparts, in both training and everyday use. Now, the people and agencies who trade in identity are building frameworks to try and codify ownership and accountability.

Two brand co-founders wrestle with why, whether, and where to deploy generative AI, stacking potential efficiency gains against environment and ethics.

The rapid maturation of image-generation models has trivialised the creation of visual outputs that used to require a specialist with a graphic tablet or a camera. What happens now?