Rising Against AI: Jingna Zhang’s Cara Platform Empowers Artists in the Digital Age

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Jingna Zhang caught herself just before bedtime, remembering our scheduled interview. It’s early morning in Seattle, her current residence, where she’s been sacrificing sleep to manage the surging popularity of her artist-focused social network, Cara. This surge is largely due to artists and creators seeking alternatives to Meta’s controversial use of artwork in its AI training data. The influx of new members has brought challenges, including a staggering $96,000 expense for cloud storage and occasional service disruptions. Initially a hobby, Cara’s sudden success has transformed Zhang into an unintended startup entrepreneur, working tirelessly to sustain its growth.

Zhang founded Cara as a supportive space for artists who challenge the unethical use of AI, allowing them to share their artwork and connect with others who share their concerns. The site openly opposes the use of generative AI technologies that rely on artists' work used without their authorization, actively blocking any AI-generated images. Additionally, it has started testing Glaze, a tool created by researchers from the University of Chicago, designed to prevent generative AI firms from using artists' creations without their permission. Since its inception in early 2023, Cara initially attracted only a handful of users in its first year. However, in a sudden surge last week, its user base expanded from about 40,000 to 650,000, and it is swiftly approaching one million users.

Facing a unique situation, Zhang, with her extensive background in defending artist's rights, is stepping into unfamiliar territory. In 2022, she initiated legal action against an artist who had gained monetary awards by submitting artwork that bore a striking resemblance to a photograph she captured for Harper’s Bazaar in 2017. Despite the case being originally thrown out, Zhang achieved victory in the appeals court in March 2024. In December 2023, she became part of a collective lawsuit targeting Stable Diffusion and various other entities that provide tools for generating AI images. Furthermore, in April 2024, Zhang took on a prominent role in a lawsuit aimed at Google, highlighting her ongoing commitment to protecting the rights of artists.

WIRED recently reached out to Zhang for an update on managing the whirlwind of her online fame and her perspectives on the evolution of art in the AI era.

Kate Knibbs: Can you describe the recent weeks for you? How was the experience when Cara began noticing a spike in user engagement?

Jingna Zhang: For a significant period, I chose to keep promotion for Cara minimal, aside from our initial launch notice in January 2023 and our collaboration with Glaze. The platform was in the development phase of adding new features, and our team, comprised of volunteers, was not pursuing rapid expansion typical of startups. Following our collaboration with Glaze, we encountered security breaches, leading us to question if we were being targeted.

Did it happen?

The influx of users was authentic. The platform saw activity from genuine individuals and creators, not automated spam. Initially, we dismissed it as an unusual surge, but soon recognized it was triggered by Meta's AI policy. One morning, I discovered our user base had expanded by 20,000 in just 24 hours. By the following day, that number had approximately doubled to 50,000. Typically, the buzz on the internet fizzles out after a couple of days as people's attention shifts elsewhere. However, this time, the wave of new users didn't subside. Our systems began to buckle under the pressure, and we scrambled to address the issues. We ended up increasing our database capacity by sevenfold. We've since resolved the server problems. Now, the platform is running smoothly and remains accessible.

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Currently, as we engage in this discussion, what is the number of individuals possessing Cara accounts?

Currently, we've reached close to 900,000 users. However, it's been quite a challenging time. I've started to lose track of time; it was either yesterday or the day before when I noticed a bill from our service provider amounting to nearly $100,000 for just a six-day period. As a result, we're in the midst of assessing our finances, which is a continuous effort.

Currently, we've reached close to 900,000 users. However, it's been quite a tense period. In the last day or two—I'm starting to lose sense of the days—I encountered an invoice from one of our service providers, and it was nearly $100,000 for a span of six days.

Are they collaborating with you to lower the invoice?

I definitely have that expectation. We've received several inquiries and are in the process of sorting things out. Additionally, other companies have been in touch with us, presenting us with alternatives. However, I'm optimistic about resolving the issues with our current partners and maintaining a lasting partnership.

Originally, this venture was not intended as your main occupation. Is there a threshold at which the project becomes so large that seeking collaborators becomes necessary? Furthermore, are you exploring the possibility of implementing a subscription-based service or attracting external funding?

Prior to this situation, we were planning to launch a subscription model for our customers to evaluate their interest and its viability. However, current circumstances have shifted our priorities towards immediate financial obligations. Therefore, I'm exploring every possible solution.

Are you concerned about outsiders interfering and expressing their opinions?

It's crucial for me to keep the reins on the development of Cara. My preference is for autonomy, striving to manage it solo for as long as I can. However, should the need arise, we're open to securing funding. I've thought about organizing a funding round with close friends and family later this year, specifically with individuals whom I have complete confidence in.

In what future scenario do you envision for Cara in the next half-decade?

My aim is to understand the community's requirements and develop solutions accordingly. While I possess a certain understanding of the effects generative AI may have on employment, including potential wage reductions even for those remaining employed, predicting the most beneficial advancements in five years remains uncertain. Apologies if this appears to be an evasive response, but I believe in adjusting to the circumstances as effectively as possible and focusing on creating what seems most appropriate at the time.

What is the current headcount of individuals engaged in the Cara project?

Over the past year or so, our group consisted of about four or five individuals. Recently, we've received additional temporary assistance. It's uncertain if this support will remain, but currently, our engineering team has expanded to nearly 10 members to help us navigate through the ongoing situation. Initially, there were three individuals directly assisting me on a daily basis, but now, we have a team of 10 to 20 people handling tasks such as overseeing our Discord server, which, at my last check, had a community of 8,000 to 10,000 members. They are also focusing on moderating the content. On Instagram, we're inundated with tens of thousands of messages. The overwhelming sentiment is one of wanting to contribute and show kindness.

Taking a step back, could you guide me on how to become part of the collective legal actions against companies creating generative AI?

I'm not usually one to get involved, but if there's something I want to happen that hasn't been tackled yet, I'll step up. I'm not concerned about my popularity. Observing people dismiss the practicality of generative AI for work due to its flaws, like poorly rendered hands, and claiming it could never substitute artists, was somewhat challenging for me.

I must admit, the hands are truly not good.

My experience with technology and artistic creation is unique due to my profession as a photographer, where I'm directly involved in the creative process. Years ago, businesses were already presenting me demonstrations on how natural language processing could create content. However, I refrained from engaging in discussions about artificial intelligence for some time, as I was preoccupied with a personal copyright legal battle and facing significant harassment.

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What prompted your engagement?

Karla Ortiz and I have been acquainted through the internet for quite a while before we found ourselves discussing the intricate matters of copyright and artificial intelligence. She mentioned the lawsuit she was actively involved in and expressed a desire to diversify the representation among the lead plaintiffs. Realizing the significance of including the perspective of photographers, I decided to participate, thus becoming the sole photographer among the plaintiffs. Licensing plays a critical role in our industry, as it is expected that our creations are legally acquired for any use, including building datasets. After several conversations with Karla, I concluded that it was the appropriate moment for me to get involved.

Why was it considered the optimal moment?

The primary motivation for considering myself a suitable candidate stems from the prevailing opinion that artists are currently focused on copyright issues solely due to their work being replicated by image generators. My aim was to debunk this misconception by demonstrating that our concern for copyright predates the advent of generative AI.

Do you perceive any benefits or positive aspects in using AI tools for art creation?

Should the data be pristine, I could envision employing software to streamline my tasks. However, the issue lies in whether the slight ease it brings to my workflow justifies the potential job losses for countless individuals. Why is it that we're so intent on mechanizing creative endeavors? Wouldn't it be more beneficial to target the mundane, tedious tasks that burden our everyday lives?

What actions can ordinary individuals take to assist independent artists right now?

Engage in discussions, inform your loved ones and online acquaintances about the nuances of copyright law and the reasons behind the current advocacy. There has been a fair share of insensitive remarks claiming artists are merely bitter or incapable of adjusting—this is incorrect; the issue at hand is copyright law. Get involved in lobbying or activism efforts.

The advent of automation and generative AI is set to impact a broad range of professions, extending beyond the realms of design and artistry. It has begun to infiltrate areas such as sales negotiations. Observing the trend in venture capital investments over the recent years reveals a significant emphasis on startups that aim to replace jobs like receptionists, administrative staff, and sales representatives with automated solutions. The wave of automation is expected to transform numerous white-collar positions. This shift is not confined to a specific sector but is poised to affect individuals across various facets of society.

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