The CAGA charter (pronounced "Kah-Gah!") is a firm stand against the use of generative AI in marketing and commercial creative work, and is an initiave by individuals across the creative industries: graphic designers, copywriters, photographers, art directors, CGI artists, illustrators, social media managers, motion designers, animators, brand managers, you name it.

AI is a powerful tool that can make many processes easier. And although AI can surely help the creative process, one thing it shouldn't do is actually "create". Creativity is a unique core aspect of the human soul, whether its ideation, creation or exploration.

With the rise of AI, the internet has quickly become flooded with AI-generated content, so-called AI slop.

Through this charter, we aim to send a clear message and hopefully save that what connects us: our creativity, the internet, and the planet while we're at it.

The CAGA Alliance

But why?

Contrary to what you may have heard, we are not scared to lose our jobs to AI. Instead, we are concerned about what we stand to lose if we replace human creativity with generated content.

1. Protect creativity.
   Above all, creativity is a unique human trait that should be cherished, not replaced out of laziness.
2. AI doesn’t create.
   At its core, generative AI is not “generative”, it simply learned to take existing work without permission and muddles it together into something “new”.
3. Save the planet.
   The unimaginable amount of daily generative queries requires more and more data centers, each consuming enormous amounts of water and energy.
4. Save the internet, too.
   We love the internet, but it is being flooded with AI slop at an unprecedented rate. Seemingly overnight, Pinterest, Google Images and - to a great extent - all social media platforms have become borderline unusable after drowning in AI-generated images.
5. The line is disappearing.
   AI models are creating more convincing output every day, making it increasingly hard to distinguish AI slop from human creations.
6. Protect your brand.
   Using generated content in official communication, both offline and online, generally receives public backlash and deminishes brand value instantly.
7. Don’t ruin AI.
   We don't believe AI is inherently bad. In fact, many of us use AI in our daily lives and creative workflows. We believe it can be an extraordinary tool when used responsibly. But replacing human creativity with mass-generated content risks creating a backlash against AI as a whole.

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