NvidiaThe much-criticized DLSS 5 trailer has been blocked on YouTube due to alleged copyright claims. When the tech demo first premiered in March, it immediately sparked controversy over the extent of its AI-powered upscaling, which many users referred to as “AI slop.” Now, Nvidia seems to have another issue on its hands related to video, this time over an unusual copyright issue.
The past few years have been significant for graphics card manufacturers. A recent report found that Nvidia holds more than 90% of the PC GPU market, and the AI boom of 2020 has pushed it to become one of the world's most valuable companies. However, that large presence also means increased public scrutiny, and the GPU giant has recently found itself on the wrong side of the audience.
The Starfield DLSS 5 Tech Demo is both interesting and unique
Starfield gets an unofficial 12-minute demo of how Nvidia DLSS 5 upscaling is implemented, and it's a showcase that's as promising as it is strange.
Nvidia's DLSS 5 trailer hit with copyright strike
As discovered by gaming content maker NikTek, Nvidia's controversial DLSS 5 announcement is no longer viewable on YouTube, thanks to a copyright strike. The notice that now appears instead of the actual video is that La7 has blocked the trailer on copyright grounds, and according to NikTek, Nvidia isn't the only account affected by the move. NikTek alleges that La7, an Italian media company, used a portion of the DLSS 5 trailer in a news segment and has now filed a copyright claim against “every” video using the footage that appeared in its report. Although none of this information is present in the user-facing notice, several other content creators corroborated the claims in NikTek's responses.
Many users have spoken out about YouTube's easily abused copyright strike system. Some creators have even received fake DMCA takedown notices on YouTube because scammers have impersonated companies like Nintendo and taken advantage of how easy it is to issue copyright strikes on the platform to try others. There's no reason to believe La7 is trying to coerce anyone in this instance, but if the company is trying to lay claim to Nvidia's footage as NikTek and others allege, it wouldn't be the first time someone pushed YouTube's copyright system to the extreme.
For now, it's unclear if this story surrounding La7's copyright claim is true or how far it goes. All we know for sure is that the DLSS 5 trailer has been blocked and La7's name has been attached to the notification. Regardless of the details, it's an interesting twist of fate, given how copyright negotiations around AI typically involve generative models infringing on artists' protected works, but that's clearly not the issue in this case. Nvidia CEO Jensen Huang said DLSS 5 is “very different from productive AI” and that the technology only enhances existing work rather than creating new content.
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It's unclear how this copyright situation will play out from here, but for now, it adds another layer to Nvidia's current woes. While some industry insiders, including Bethesda's Todd Howard, have praised Nvidia's DLSS 5 technology, many gamers have issued strong criticisms of its visuals and impact on the wider industry. Amidst this controversy, a DMCA takedown is probably not the kind of complication the company wants, though it ultimately turns out that Nvidia's position is not at fault.
