Bringing Responsible and Explainable AI to the Creative Industries
Bringing Responsible and Explainable AI to the Creative Industries
A Conversation with Sureel's Founder and CEO, Tamay Aykut, on His Mission to Help Creators Protect, Control, and Monetize Their Work in the AI Era.
In a world where AI is rapidly transforming how we create and consume art, many of us who love music, write, draw, or express ourselves creatively can't help but wonder: Will AI enhance our creative possibilities, or will it diminish the value of human creativity? It's a question that hits close to home for anyone who has ever poured their heart into a piece of work, whether it's a song that helped them through tough times or a story that needed to be told.
This is where Tamay Aykut and Sureel enter the picture. As Sureel's founder, Aykut brings a unique combination of expertise: a PhD in AI, experience as a visiting assistant professor at Stanford, serial entrepreneurship, and a deeply personal understanding of creativity's power.
In this in-depth interview, Aykut shares how Sureel is building what he calls "the largest attribution ecosystem the world has ever seen," aiming to give creators control over how their work is used in AI systems. He discusses everything from the company's unique approach to, to their expansion into multiple creative domains including music, lyrics, and audio classification. The conversation covers the urgent challenges facing creators in the AI era, Sureel's innovative solutions, and Aykut's vision for a future where human creativity and AI can coexist in a way that respects and rewards original artists.
Thanks for taking the time out to talk today, let's start off with a bit of background about yourself. What made you want to get into the AI & creative space. What experiences led you to founding Sureel?
Thank you for having me. I've always been fascinated by the intersection of creativity and technology. Early in my career, I worked with BMW, developing tools that were deployed across over 2,000 plants worldwide, leading to significant efficiencies and savings of over 20 Mio EUR. This experience showed me the real-world impact of scalable technological solutions.
I then pursued a PhD in AI and robotics at the Technical University of Munich, where I built a semi-autonomous robot from scratch—hardware, firmware, software, intelligent control—the whole journey. This deepened my passion for AI and innovation.
My academic work led me to Stanford as a visiting assistant professor, exploring visual synthesis and foundational models. Immersed in the entrepreneurial spirit of the Bay Area, I transitioned to the startup world. Working with early-stage companies in AI healthcare and the creative industry, I realized the crucial importance of responsible and explainable AI, especially in sectors where ethical considerations are paramount.
These experiences culminated in founding Sureel two years ago. At Sureel, our mission is to help creators PROTECT, CONTROL, and MONETIZE their work. We enable creators to take charge of how their work contributes to the advancement of AI. By providing them with immediate insights and accurate attribution, we ensure their preferences are honored and their contributions are properly recognized. For AI companies, we offer a responsible path forward by granting access to trustworthy data within ethical guidelines.
We've established a strong foundation for attribution in images, audio, and now even lyrics to assist with songwriting and authorship. Our goal is to support creators in this rapidly evolving digital landscape while promoting responsible AI innovation.
On a personal note, my cousin lost his mother at a very young age. Music became his refuge, a way to express his pain and stay connected to her. Spending time with him and witnessing how creativity can be a lifeline has profoundly impacted me. His journey reinforces my commitment to ensure that creators like him are protected and empowered. That's what drives us at Sureel every day.
Many of the big challenges in AI, particularly around intellectual property and ethical use, could be addressed through traceability and attribution. Given that many AI solutions currently struggle to provide this, can you explain how Sureel’s attribution engine works to trace AI-generated content back to its human sources? What key technologies or methodologies are involved?
Absolutely, and thanks for highlighting that. Let me explain it in a way that's clear and impactful for everyone.
One of the biggest challenges in AI today is protecting creators' rights when AI systems learn from their work. At Sureel, we're tackling this head-on by building the largest attribution ecosystem the world has ever seen. We've secured a published patent and have four more pending for our innovative technology.
AI doesn't just copy existing work; it learns from vast amounts of data to create something new. That means an AI-generated song or image might be influenced by your creation without you even knowing it. Your work could be shaping new content without acknowledgment or control.
Our solution gives you the power to decide. You can say "no" to your work being used for AI training, and we'll fight for your rights to ensure your wishes are respected. Alternatively, you can choose to monetize your contributions by opting in. We offer granular control over how your data is used and how much the AI learns from it.
What's special about our system is its transparency and fairness. We can show you exactly how much your work has influenced an AI-generated piece—for example, your song might have contributed 60% to a new track. This way, your contributions are recognized, and you have control over their use.
Our mission is to empower creators by providing protection, control, and opportunities to monetize their work, while enabling AI companies to innovate responsibly using trusted data and clear ethical standards.
Can you share some examples of how Sureel is currently being used? What types of organizations or creators are benefiting most from your tech? Any upcoming partnership you are able to talk about?
Sureel is bringing together all key players in the music industry as well as AI companies. We provide a platform where creators can take full control over how their work is used in AI, deciding whether to allow their content to be part of AI training or block AI use entirely, keeping their work protected. Sureel actively monitors platforms to prevent unauthorized use, ensuring creators' rights are defended and their work is properly valued.
For AI companies, Sureel offers access to licensed, ethically sourced data through our patented attribution technology, ensuring responsible innovation. We handle the process end-to-end, making it easy for companies to use high-quality data while staying transparent about whose work influences their models.
We’re preparing to announce significant partnerships that will take Sureel’s impact to the next level, allowing more companies and creators to protect their content, monetize their work, and drive ethical innovation in the music and tech industries.
As AI continues to grow, it’s crucial to establish clear protections before the market is flooded with AI-generated content. Without these safeguards, creators risk losing control of their work. Sureel is committed to shaping an AI future that remains fair, ethical, and centered on creators’ rights.
As the demand for data grows, companies face two paths: collaborate through licensing and attribution for a win-win, or risk conflict and defensive tactics. Sureel champions collaboration to ensure that AI evolves in a way that benefits both creators and innovators alike.
Are there any accepted "truths" about AI's role in music & the creative industries that you disagree with based on your discussions with creatives? What's your contrasting viewpoint and evidence?
A widely accepted "truth" in the music industry is that AI is unstoppable, and creators have no way to influence it. While it's true that AI is reshaping the landscape, I disagree with the idea that creators are powerless.
One of the greatest fears among creators is that AI will flood the market with mass-produced content, making it harder for them to stand out. When AI can replicate styles at scale, it becomes more difficult for artists to preserve their unique voice. The fear of losing their identity as countless AI-generated competitors emerge is real, and many creators feel they’re fighting against a rising tide.
But the real threat isn’t AI itself - it’s inaction. Doing nothing could lead to creators being overshadowed by AI-generated content. However, with platforms like Sureel, creators can take control. Sureel allows artists to set boundaries on how their work is used by AI, ensuring they’re properly credited, or even block AI from using their content entirely. This gives creators the power to protect their individuality while still navigating the industry’s rapid transformation.
While we can't stop AI, we can shape how it interacts with human creativity. By using tools like Sureel, creators can ensure their work remains distinct and respected, giving them control over their future in an AI-driven world.
How do you see the future of AI in the music & the creative industries evolving in the next 5-10 years? Where do you envision Sureel in that future?Â
In the next 5-10 years, AI will radically transform the creative industries, especially in how content is created and consumed. We’re nearing a point where AI models may no longer need human-generated data, instead relying on synthetic data created from earlier iterations. This raises a critical challenge for creators - if they don’t take control now, their work could become less valuable, as AI continues to evolve without their influence.
Historically, creators and companies have focused on market share as the primary metric of success. But in the future, as AI-generated content floods the market, the game will shift. The real metric of value will be attribution share - the credit and influence your work has in shaping AI-generated outputs. Creators who don’t act could see their contributions overlooked, while those who secure attribution will dominate the creative landscape.
With AI’s ability to mass-produce content at scale, there’s a risk that individual creativity will be drowned out. If creators accept flat licensing or allow AI free rein over their work, they risk losing their distinct voice and being overtaken by AI-generated competitors.
However, creators still have the opportunity to shape this future. By setting clear boundaries and ensuring proper attribution, they can retain control over how their work influences AI. Platforms like Sureel offer solutions that allow creators to decide how much of their work AI can use - or block it entirely. But the real danger isn’t AI itself - it’s inaction.
The lines between creation and consumption are already blurring, and creators who engage now will remain central in this shift. The future won’t just be about how much content you create; it will be about how much of your influence is recognized and attributed in the AI-driven world.
Can you share anything about the next thing you are shipping or working on?
Absolutely. We’ve expanded our scope beyond music to include lyric attribution that supports multiple languages, ensuring accurate attribution across a wide range of content. We’re also launching an AI audio classification tool that determines whether a file was generated by AI, with groundbreaking accuracy. This tool has already outperformed existing market solutions.
Additionally, we’ve developed track and stem-wise attribution, which attributes influence down to specific parts of a song. We're also introducing temporal attribution to analyze how influence changes across different segments of a track. For example, a song’s overall attribution might seem low, but within certain moments, the influence could spike to 90%. This adds precision and a deeper understanding of how AI-generated content interacts with existing works.
These innovations offer unmatched transparency and control for creators and labels, helping them better navigate AI’s impact on their work.
What advice would you give to aspiring entrepreneurs looking to enter the Gen AI space?
1. Understand where you fit in the AI ecosystem. The Gen AI space is broad, you could be developing core AI technologies or building products that enable others to use AI. If you're focused on deep tech, you'll need a solid grasp of MLOps, access to powerful hardware like GPUs, and the skills to manage complex AI models. If you're on the enabling side, your challenge will be how to apply AI effectively to solve real-world problems. Either way, don’t underestimate the technical and operational complexities involved in bringing AI solutions to market.
2. Focus on solving real problems, not just using AI. Don’t start with "I have AI, now what can I do with it?" Find a real problem first and ask if AI is the right tool to solve it. Often, a smaller, more specialized model or an existing tool can solve the problem better than a complex AI model built from scratch.
3. Be ready for rapid change. The Gen AI landscape is evolving fast. Regulations, market needs, and technology are shifting constantly, so flexibility is key. Stay informed, be willing to adapt, and ensure your business is agile enough to navigate this dynamic space
Is there anything else you'd like to share about Sureel or your personal journey that we haven’t covered?
I think it’s important to note that Sureel is fundamentally different from ACR (Automated Content Recognition) companies. ACR relies on outdated methods like fingerprinting and watermarking to identify existing content, struggling to keep pace with the rapid evolution of AI. It’s like searching for a needle in a haystack amid a flood of content. ACR can only recognize pieces that closely match what’s already out there, often overlooking the broader impact of your creativity. As a result, many creators miss out on vital recognition, diminishing the visibility of their unique contributions.
In contrast, think of AI as magic ink that learns from every creative piece, capable of generating anything we can imagine. Sureel is like a magic case embedded in the pen, holding this ink and tracking how your creative contributions influence countless new AI-generated works. Unlike traditional methods, Sureel detects even subtle influences, measuring your impact down to a percentage level.
We understand the passion and effort that go into every creation, and we’re here to support you as you navigate the exciting yet challenging world of AI-generated content. Together, we can ensure your art stands out and celebrates the value and beauty of your original work.
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