Last Updated on 02/06/2025 by Chris Gampat
In a recent terms of use update, VSCO is now requiring folks who upload images to be more transparent about whether or not generative AI is being used when creating a photo of a known person or event. The platform, which has seen quite a bit of growth in the past year, has made this move with language that it claims provides protection to the community and photographers. This is far different from what we’ve seen from the bigger and more traditional social media spaces.
Editor’s Note: this article is now corrected with input from VSCO and further input from the Phoblographer.
These terms are very specific. Generally speaking, social media platforms state that when you upload an image of some sort, it must be something that you own the copyright to. However, when uploading an image to social media, you also often void your copyright. This is important because no one can legally own an image made with generative AI as it isn’t made using their copyright.
The new VSCO terms take that a step further and state that when you post generative AI content and don’t declare it, that it hurts the community. “We do not require explicit disclosures or labeling of AI generated content at this time, primarily because we serve creators who want to showcase their work – via whatever format and technology they utilize – and reach clients & other audiences,” said VSCO in a statement provided to the Phoblographer. Beyond that, using the service to scrape it for generative AI is also prohibited according to the site’s terms of use.
Essentially, it’s to ensure that misrepresentation doesn’t happen. When we asked VSCO to clarify this they provided the following:
To provide further context, the “False Information” section shown in the article is to address any type of content or behavior to mislead others. As it relates to AI specifically, here are a few examples of misrepresentation:
- Including a misleading hashtag such as #originalwork when an image is 100% generated using AI
- Creating a photo of known individuals and saying it is a true photo or event
Again, our community can post imagery that has been generated using AI and is not required to disclose/label it. We support creators sharing their work, regardless of the tools they’re using
Earlier this year, CEO Eric Wittman stated that new AI tools are coming for photographers using VSCO. One of these was teased to photographers who responded on the VSCO subreddit. The company is apparently going to offer mood board creation using AI. As you can tell from the reactions, the photographers aren’t really on board with this. Eric responded to them, “Another area where we have seen an increasing interest around AI in the creative community is using AI tools for the ideation portion of their creative processes,” he stated. “By ideation, we mean the part of the creative process before you get on set for a photoshoot or start a creative project. Using generative AI in this way can save time and money. For example, you could experiment with lighting for a portrait shoot or test how a wedding shot looks at sunrise or sunset—all before setting up equipment or heading to the location. This streamlined planning improves production and enhances the client’s experience. Our new AI-powered ideation product makes this possible.” At the moment, there aren’t many other details on how this will be done.
It’s nice to see that one of the platforms for photographers is encouraging them to be more transparent about using generative AI at least when it comes to misrepresentation of people and events. But I still think that they should take it a step further. It’s something that we do with our interviews of photographers. Not long ago, MPB and FStoppers used generative AI for the imagery in an advertisement. This is unethical because it uses generative AI to market to a customer that would otherwise be replaced.
Artists like Anya Anti are transparent about their use of AI in the making of their images. This is something that there needs to be more of overall. I just hope that VSCO doesn’t use AI in a way that sells out its audience to investors. However, that could be a concern for free VSCO users. The terms go even further. You can read the entire thing here, but here’s a jist:
- If you are a paid member with an active VSCO membership, your Creator Content will not be utilized to develop, train, or improve generative AI models.
- If you are a non-paying Creator on VSCO, your Public Creator Content may be used to develop, train, and improve generative AI model
- For all Creators, if you use our AI products and services, we may use your AI Content (as defined in our Terms of Use) to continue to refine and improve these products.
So essentially, a member benefit is that your images won’t be used for VSCO’s own AI research.