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Generative AI can now create high-quality images and videos in seconds. But as the technology accelerates, a more fundamental question is emerging:
Can AI-generated media ever be trusted at scale?
In this episode of The Media Copilot, Pete Pachal speaks with Dr. Yair Adato, founder and CEO of Bria, about a growing divide in the AI ecosystem. On one side are models trained on vast, scraped datasets. On the other are systems built around licensed data, attribution, and control.
“This is by far the most advanced technology humanity has created,” says Dr. Adato. “…and it took six years, not fifty.”
At stake is not just quality, but ownership, accountability, and the future economics of creativity.
Listen or watch:
Why this matters
The generative AI boom has largely focused on what these models can do. Less attention has been paid to how they are built and who benefits.
As brands, media companies, and enterprises begin to integrate AI into real workflows, concerns around copyright, likeness rights, deepfakes, and data ownership are no longer theoretical. They are operational risks.
This conversation reframes the debate:
The future of AI may depend less on better models and more on building systems that businesses can actually trust.
What we cover
• Why “brand-safe” AI is becoming a business requirement, not a feature
• The case for licensed data and a new attribution-driven data economy
• How generative AI could reshape ownership and compensation for creators
• Why visual AI presents higher stakes than text models
• The limits of current models and the push toward greater control and transparency
• How enterprises are integrating AI into real production workflows
• The tension between automation and creativity in media and storytelling
• Why AI will handle the “average” and humans will still define what is exceptional
About the 👤 guest
Americans for Ben-Gurion University feature
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Produced by Pete Pachal and Executive Producer Michele Musso
Edited by the Musso Media Team
Music: “Favorite” by Alexander Nakarada, licensed under CC BY 4.0
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