Programmable IP: Ushering in the Onchain Renaissance | Jason Zhao - Story Protocol

Summary

Jason、ストーリープロトコルの共同創設者として、現代のコンテンツ世界の課題と、プログラマブルIP層の構築による解決策を語ります。彼は、AIやソーシャルメディアによる創作活動の爆発的な増加にも関わらず、クリエイターが直面する収益化とIP帰属の問題を指摘します。ストーリープロトコルは、クリエイターが設定したプログラマブルな権利を備えたオンチェーンIPを可能にし、IPをよりアクセスしやすく、合法的にリミックスできるようにすることを目指しています。彼は、この新しいIPインフラがクリエイティブエコシステムをどのように変革するかをデモを通じて示し、開発者がプロトコルに貢献し、その可能性を広げる方法を説明します。

Takeaways

• 😀 There is an exponential growth of high-quality AI-generated content, but issues with IP make it hard for creators to benefit
• 😟 Copyright laws are outdated for AI content creation, so we need new IP infrastructure and programmable IP rights
• 💡 Story Protocol builds a programmable IP layer to make IPs tokenized, modular, remixable, and able to generate licenses
• 🌈 Demo showed registering IP on-chain via apps like Magma and Hay using simple licensing options
• 🔗 Goal is an IP graph tracking derivatives and remixes across apps and platforms
• 👥 Open ecosystem where anyone can build modules and integrate apps to expand functionality
• ⚖️ Legal validity from mapping on-chain terms to human readable licenses crafted by lawyers
• 💰 Monetization possible for original creators, remixers, and module developers
• 🤝 Partnership opportunities through grants program to be early Story Protocol launch partners
• 🙌 Come meet the devs, follow on Twitter @JsonJZ, join Discord to discuss ideas

Q & A

What is the problem the speaker identifies with content creation and monetization on the internet?

The speaker identifies that while there is an exponential increase in high quality, generative AI-powered content creation, there are issues with properly attributing IP and allowing creators to monetize their work. This leads to problems like copyright violations and decreasing incentives to create original content.

Outlines

00:00

🚀 Storyプロトコルとコンテンツ世界の現状

Jasonは、Storyプロトコルの共同創設者として、現在のコンテンツ産業の課題と、プログラマブルIPレイヤーを構築している目的について語っています。彼は、ソーシャルメディアや生成AIの進展により、理論上はコンテンツのルネサンス期にあるはずだが、実際には著作権の帰属と収益化の問題によって、クリエイターが収益を得ることが困難になっている現状を指摘しています。さらに、生成AIとインターネットの組み合わせが新しい「ナップスターモーメント」を生み出し、既存の著作権法が時代遅れになっているため、新しいインターネットネイティブのプログラマブルIPレイヤーの必要性を強調しています。

05:02

🌐 IPのプログラマブル化とNFTの役割

Jasonは、IP（知的財産）をデジタル化し、よりアクセスしやすくプログラマブルにすることの重要性について話しています。彼はNFTがデジタル所有権を検証し、出所と帰属を提供する一方で、NFT自体はメディアファイルへの静的なポインターに過ぎず、実際にはプログラマブルではないと指摘しています。Storyプロトコルは、NFTにロイヤリティ、リミックスの権利、法的に拘束力のあるライセンスを組み込むことで、IPを本当にプログラマブルにしようとしています。

10:03

🛠 Storyプロトコルの技術的詳細とデモ

Jasonは、Storyプロトコルの技術的枠組みと具体的な使用例を説明しています。このプロトコルは、IPの「名詞」と「動詞」の概念を用いて、IPの状態（メディアファイル、メタデータなど）と行動（ライセンス、リミックス、ロイヤリティ分配など）を区別します。彼はMagmaというアプリを使った実際のデモを通じて、Storyプロトコルがどのように機能するかを示し、複数のユーザーが協力してIPを生成し、それをプロトコル上で登録する過程を紹介しました。このセクションでは、Storyプロトコルがクリエイティブな作品をどのように追跡し、管理するかのビジョンを実演しています。

15:03

🔗 IPのネットワーク化とプロトコルの未来ビジョン

この段落では、JasonはStoryプロトコルを使用してIPがどのようにネットワーク化され、様々なアプリケーションやプラットフォームを超えて拡張可能になるかを説明しています。彼は、個別のアプリケーションから登録されたIPがStoryプロトコルを通じてどのように相互作用し、新しい創造物やビジネスモデルを生み出す可能性があるかを示す例を提供しています。このビジョンは、IPの管理と活用方法を根本的に変えることを目指しており、クリエイティブ産業における新たなパラダイムの創出を目指しています。

Keywords

💡programmable IP

A key concept referring to intellectual property or creative works that are registered on the blockchain to have customizable terms, rights, licenses, and royalties. Enables new models for remixing, monetization, attribution.

💡generative AI

AI systems capable of generating original creative works like images, videos, music. Posing challenges for IP rights and compensation as remixing expands exponentially.

Highlights

We should be living in a Renaissance of onchain content with the advent of generative AI.

The real problem is IP attribution and monetization, not network speeds or AI performance.

This is a Napster moment - we have amazing new tech but no way to ensure creators are compensated.

Copyright laws are outdated. We need an internet native, programmable IP layer.

We want to make IP programmable like DeFi made money programmable.

NFTs validate ownership but don't make IP programmable. We need royalties, remix rights, licenses.

Each programmable IP has nouns (media, metadata) and verbs (modules with functionality).

Any NFT can become programmable IP by getting a Story Protocol token-bound account.

We link legal rights to onchain terms with the Programmable IP License (PIL).

The vision is a web of IPs that grows across apps, not isolated platforms.

Token-bound accounts let any NFT join Story Protocol.

Modular architecture - state in IP assets, functionality in modules.

Developers can build modules and monetize them.

Legal team ensures enforceable onchain rights mirroring licenses.

Join Discord, follow Twitter @JsonJZ, meet at ETHDenver Table E5.

Transcripts

[Music]

all right hello everyone I'm Jason I'm

the co-founder of story protocol and

today I want to share with you a little

bit about the programmable IP layer that

we're building and how you can get

involved with programmable

IP but before I talk about story

protocol I want to share more about the

current situation that we're seeing in

the content world so theoretically we

should be living in a Renaissance of

onchain contents with the Avent of

generative AI in the internet things

should be going really well for example

social media supercharging remixing

you're seeing billions and billions of

billions and billions of remixes on Tik

Tok on YouTube on Instagram and this is

a behavior that gives everyone global

distribution straight from their living

room and as we all have seen generative

AI is supercharging this Reality by

turning not just everyone into a creater

that has access to global distribution

but also allowing everyone to create

with the full power of a Hollywood

studio from your living room and this is

uh from open ai's newest video model you

can tell it's extremely high

fidelity so what we have is this

exponentially growing abundance of high

quality content on the

internet it took AI only a year and a

half to get to the amount of images

produced that it took photography 150

years and of course if we go back to

drawing that's going to take 1,500 years

so we're really seeing this exponential

curve high quality content that anyone

can

create however there really is no golden

age uh you saw Hollywood had strikes for

both writers and actors that lasted 6

months in the past year and creators

online are struggling to make a living

by creating what and doing what they

love uh and the reason why is is not

because of the speed or performance of

these internet networks or even of

generative AI the real gating problem

that we're seeing in content today has

everything to do with IP attribution and

monetization

so we've seen lots of interesting

experiments come out with generative AI

there's things like Drake and the

weekends which was a remix that was

created by someone in the living room

the actual Drake and the actual weekend

had nothing to do with it it reached

number one on Soundcloud in a day and on

YouTube you're seeing Harry Potter remix

with Balenciaga and these are getting

tens of millions of views and of course

JK rling was not behind this so this is

really interesting but it's also a

lose-lose situation we're seeing the

people who created these interesting

remixes aren't able to actually generate

or monetize off of these creations

because they're violating on copyright

and of course JK rling doesn't win

anything either so both the remixer and

the original Creator are losing

out and you're seeing this real tension

come into play with the lawsuits you're

seeing open AI getting sued by the New

York Times because open AI is

regurgitating the content behind the pay

wall um and there's many many issues

with gy images where the AI is actually

reproducing their

Watermark so this is really a new

Napster moment because we have have this

brand new technology of generative AI

That's supercharged by the global

distribution of the internet and we have

no way to ensure that creators have

their IP protected and no way to ensure

that people can actually remix this

safely and actually monetize off the

back of their

creativity so what this is really

leading to is I think a tragedy of the

commons with ai ai can continue getting

better and better and training on more

and more data but at some point if the

people creating the data the people

creating the artwork the music whatever

it is they don't get compensated there's

no incentive for anyone to create uh

even Google would point at least Point

people to web pages and those web pages

could monetize off that traffic now if

you have open AI or any other llm

summarizing that information from the

web pages there's no traffic to those

web pages in in years they'll be they'll

die out because there's no way for them

to monetize so this is a real tragedy

common situation that we're seeing where

we don't have a good compensation model

for AI and and this is only going to get

worse as more and more people learn how

to use these tools and as they grow ever

more

powerful so to address this challenge we

feel like the internet needs a brand new

IP infrastructure just like copyright

laws were first invented after the

Advent of the Gutenberg Press which made

replication extremely cheap now we have

to deal with a new challenge AI is not

just copying work it's not replicating

it's actually generating entirely new

content so the idea of copyright is

outdated and we think that we need an

internet native programmable IP layer so

what story protocol is trying to do is

to build this IP layer and to allow

onchain IPS uh have programmable rights

that their creators set that set the

Rules of Engagement autonomously and

that can be written upon and read by AIS

and other

programs so what does this actually mean

what does this look like at a high level

I think the best way to describe this is

to first talk about defi because this is

something that we're all familiar with

so the first wave of crypto was really

focused on building an independent

monetary system and introducing this

idea of programmable

money with programmable money you can

take this dollar bill this static piece

of paper in your wallet and actually

move it on chain and tokenize it and

even though it may have the same dollar

value you may be able to buy the same

amount of items with it a usdc token or

usdt token can actually plug in an

entire decentralized ecosystem of apps

and this this value can flow across

these different programs permissionless

you can swap it on Unis swap you can

lend it on compounds and no one has to

orchestrate all of this this is all due

to the power of making money

programmable so we want to do the same

thing for IP there's no reason why IP

should stay locked up in the pen and

paper world of the traditional legal

system that's inaccessible to creators

and inaccessible even to Studios uh so

we want to take these trapped IPS from

the offline world and make them

programmable by registering them on

chain now you might ask well don't NFS

already do this well I think nfts are a

great start they validate digital

ownership and they serve as a source of

Providence and attribution but at the

end of the day nfts are still static

pointers to media files so while they

bring media and culture on chain they

don't actually make it programmable for

example if I own an isuki and my friend

owns a puggy and I want to create a

comic book with both of our IPS I have

to go and read a complicated physical

license and I have to read the license

for the pudgy and then probably have my

legal team talk to their legal team or

my lawyer talk to their lawyer in order

to make that happen and so there's still

very much individual atoms and we want

to unlock programmable IP where each nft

actually has the ability to have

royalties built in set the rights for

engagement for who can remix and create

works on that IP and also allow people

to permissionless generate real legally

binding licenses off of that

work so we just to dive into what this

actually means on a tech level uh We've

created essentially a different

structure where each programmable IP has

both nouns and verbs the nouns are

essentially the state of that IP what

makes that IP the IP so that's the

pointer to the media file that's

important metadata and the way we

implement this is through a token bound

account so any existing nft can attach a

story protocol token bound account to

that nft that represents a portal into

all of our modules which are the verbs

so you can see this is sort of what we

call an IP asset which are the nouns of

the protocol it stores the core metadata

with the asset and also the specific

data related to the licensing and other

modules and then once you have this IP

asset registered on chain and again any

nft can become one you have access to

our entire world of modules that makes

permissionless licensing permissionless

remixing and royalty distribution

possible with just a single

click uh and the final part that ties us

all together is that we're not trying to

build an alternative legal system we've

actually worked very carefully with

lawyers to create something that we call

the programmable IP license or the pill

and think about this like the YC safe of

story protocol so what we're doing is

creating a very simple English really

human readable license that anyone can

understand with specific parameters like

the upfront fee that someone needs to

pay to use an IP the recurring Revenue

what regions the IP is active in we've

set all these terms in both the license

and on story protocol call so what we

have is a onetoone mapping between the

legal rights and the onchain terms so we

can actually create this link between

the legal system and what's happening on

chain and you can see that we've created

very simple uis that any developer can

plug into their app to make registration

and setting these licensing terms and

onchain rights extremely

simple so the end vision is to build

just like def5 built an entire parallel

Financial ecosystem to build an entire

parallel creative ecosystem where IP can

transcend mediums transcend apps

transcend platforms and grow and expands

in a way that it tracks across different

apps so you can have a Creator tool

created an IP register on story protocol

that can be shared on a different social

media app and then if that character

blows up it can actually become an AI

model on a character AI Style app and

this is all tracked on chain with story

protocol and I'll actually show you a

live demo of how this works so the end

goal really is to create this web of ips

and to create the idea of networked IPS

by making them programmable so this is

what story prot is trying to do and and

to make this a little bit less abstract

I want to go and do a live demo so uh

bear with me I heard the Wi-Fi is not

super good but fortune favors the bolds

this what Matt Damon said famously two

years ago in a brilliant crypto.com

Super Bowl ad so let's try this

out okay so I want to start the journey

here this is an app called magma which

is a web2 app with over a couple million

users so no one here knows anything

about crypto and we've actually

abstracted away as you'll see a lot of

the crypto uh sort of

wallets and all the gas fees so anyone

can use this and I'll show you how to

register this on story protocol and what

that means so this is a obviously

pre-loaded image I'm not an artist I'm

actually going to just ruin it a little

by putting my own flare on it there you

go so I I added to this image and now

I'm ready to register this artwork on

story protocol and you can see that I

can give it a name I only have one hand

right now so I'm just going to type a

couple letters um let's call it hello

and now you can set the onchain

licensing terms so we've actually

simplified this there's a lot more

options but um there's a non-commercial

option and a commercial option and you

can actually see the details for what

this means if you're confused so now

we've set onchain rights and um I'm

going to write a description and then

register it on story protocol so now you

can see it's registering on chain none

of this involved any Crypton native UI

we've completely abstracted that away

from the user so this works for web 2

and for web 3 now most artwork is

actually collaborative so what I'm

actually going to do is log in as a

different user using a different browser

and modify it with generative AI so

magma is kind of like a fig maile UI as

you can tell so all of this is based on

collaborating and multiple people

creating an IP so this is a multiplayer

game I'm going to try out their

generative AI feature and I'm going to

give a prompt to make this little fire

guy a rainbow creature and so this is

going to take some time but you can see

that the generative AI is modifying this

original image

um and almost there

all right cool so now it's all nice and

rainbow I will now accept this change

and again this is a different user than

the first one so we're collaborating on

this and I'm going to register this as

well onto story protocol I can give it a

name let's just call it hello to and I'm

going to keep the same license as before

which was a non-commercial license and I

can actually edit the ownership shares

so Jason was the first person and I'm

may now so maybe may may feels like she

deserves more shares and Jason gets less

shares because AI is cool so now we've

Chang the ownership structure and now we

can register it again on chain and I'll

show you what this actual IP asset

that's been registered looks like it

takes a while to load so before I

actually go to the output of this magma

registration I'm going to show you very

quickly another use case which is hey so

hay is a front end which is built on

lens and soory protocol is actually

created in open actions using the

permissionless lens open actions uh that

they released that allows any post on

lens whether it's on hey or orb which is

a mobile app that we've also integrated

with or or really any other lens client

to register any artwork or post as an IP

asset on story protocol so let's

actually go through that right now

what's happening so I'm going to create

a new post hello

Denver and I'm going to attach an image

because I want to show my artwork to the

world I'm going to put this cool buffer

corn image and before posting I'm going

to click on this open actions button and

what I'm going to do is register this as

an intellectual property via story

protocol as you can see it's extremely

simple there is no complicated legal

text here and I'm just going to name the

post um type in myself as the

author and actually I can select between

these two preset flavors of licenses so

let's say I want this to be

commercialized and I want to actually

earn money for this on lens so I'm going

to save these settings and I'm going to

post this on Hy so this is going to take

maybe a few moments I'm going to

refresh

okay let's

see all right there we go so that's

loaded and you can see unlike a regular

post there's actually a little copyright

logo here that shows that this is

intellectual property so anyone viewing

this post can look at the terms set on

story protocol and actually view it on

our dashboard uh so that's how it works

on hey now I'm going to go back to magma

the licensing term should now be

available on our dashboard so I'm going

to click view on story

protocol and you can see here that we

built a custom dashboard almost like an

ether for story protocol here you can

see this crappy smiley face that I made

as well as the AI generated rainbow

creature and you can see the revenue

split is 25% and 75% as we had set and

you can even see that this is AI

assisted so another use case story

protocol is tracking what has and hasn't

touched Ai and this is all registered on

chain so uh oh and also at the bottom

you can see the license that this has

been attached with so why is this

interesting this is interesting because

once you've registered programmable IP

from any single app on soy protocol it's

now in a Universal IP database that any

other app can pull from so while we

haven't built it into this demo you can

imagine that I take this rainbow fire

creature that I've registered on magma

someone else discovers it and they

really love it and because this is a

social remixing non-commercial license

they can actually make a post with the

fire creature on hey and maybe people

love it on hey it blows up on the social

media platform you can plug it into

maybe even an AI chat bot so another

another partner that we've integrated

with is myell which is like a character

AI style conversational Asian app you

can imagine that that fire creature

because it's stored on registered on

story protocol actually gets licensed

into a my shell AI character where you

can actually talk to this fire creature

and these models themselves the AI

models themselves are registered on

chain so if I click on this um I'm just

pre-loaded it but you can see that this

is actually a transaction uh where each

of these individual models are

themselves registered as AIS or as IPS

on story protocol so like I said this is

creating a network of ips that can

transcend individual apps transcend

mediums and transcend

platforms now the last thing I want to

show is to go back to the Explorer for

magma and you can see here the source so

I can actually go back to the original

app where this IP was registered which

is magma and I have a view only frame of

my magma artwork let's say this is a

third person right let's say one of you

wants to remix this you can actually

click the remix button and build your

own Edition onto this IP creating this

IP graph and creating a chain of

derivatives that are all logged on story

protocol so what does that actually look

like well we've created yet another

integration with foraster frames called

artcast that allows anyone to take an AI

image and add their own prompt and

evolve the image in this kind of social

AI remixing experiment so this is live

on farcaster now I just picked out a

cool example of a really long artcast

chain that started off with a dog uh

like a Sheba and then got remixed many

many many many times by many different

people and ended up in this cute little

dog with hat so I just want to show you

what this looks like we actually tracked

the IP graph of all of these remixes so

you can see here at the very bottom that

we are currently on this green node

that's the very tail end of a long chain

of remixes but uh the blue the blue node

is a root so that was the original image

that led to all these remixes and you

can see people have forked it at

different points remix that IP all the

way to create this complex IP graph that

ended up in this cute little dog and so

while this is just limited all that IP

graph that you saw is just limited to ER

in that one app the vision is much

broader as I as I mentioned this can

span across apps so imagine an IP graph

that looks exactly like the one you saw

where each node is an artwork or an IP

registered from a different app and it's

flowing across these platforms and

across these apps in a complex ecosystem

that's the real vision of what we're

trying to do at story protocol and what

we're building the programmable IP layer

for um so just to go back to the slide

deck so just takeaways because I know

you guys are all Builders here uh just

talking about our protocol design at a

high level some technical takeaways from

how we design our protocol the first is

that we really wanted every nft project

to be able to use story protocol and we

know that there's already a lot of

interesting IP on chain so we use token

bound accounts such that any existing

nft could get a token bound account a

smart contract wallet attached to it and

become a part of story protocol so

really all registration means on story

protocol is getting a special story

protocol token bound account that act as

a portal to all the functionality that I

just talked about the second is that we

have a modular architecture so uh just

to go back a few slides this modular

architecture means that all of our

states uh and this is the change we're

making now but all of our state is going

to be stored in the nouns the core IP

asset but then all of the functionality

are in the stateless modules so what

that allows us to do is we actually want

third party developers people like you

to build brand new modules on story

protocol that can actually build new

functionalities into IP and you can as a

model Creator monetize your modules and

actually earn revenue from building

modules that people are using um the

benefit of this is also that we have

highly upgradeable modules because all

this state is stored in the IP asset if

you want to make changes to your module

it's very easy you just add a new module

and plug into the existing state on

chain okay and then lastly the whole

point of this vision is to make IP

programmable so as I mentioned we've

worked very carefully with the legal

team lawyers to create a license that is

one toone between offchain legal

contract and onchain enforceable rights

and so we wanted to make IP programmable

um a difficulty that we've had in our

protocol and you know this is completely

open access anyone so if you are

contributing we would love for you to be

a part of this uh Access Control has

been a little bit of a pain for us so if

you you want to take a look at our code

and help us out there we'd appreciate uh

your

feedback okay so just to conclude I only

have a minute left I just wanted to

share some of the ways that you can get

involved the first is that here at e

Denver we have a lot of different

bounties for building either on top of

the core protocol or integrating an

existing app with story protocol or even

building a brand new business on top of

the programmable IP layer so please come

reach out to us we're uh we're at table

E5 right now so like right behind the

speaker Booth uh we also have a grant

system that's going to last beyond e

Denver so if you're interested in a

strong partnership with us and if you're

interested in being one of the first

launch Partners on the protocol when we

launch on mainnet sometime this summer

please apply to our Builder grants we

want to work with you uh and we have a

very strong ecosystem team that's meant

to support all the project and story

protocol lastly uh a couple other things

on socials we have a very very active

Discord come and create programmable IP

memes on our Discord and ask questions

if you're a developer uh also all of our

developers are here so if you want to

schedule a time to meet up Discord is

the best place to do that and then

lastly if you are interested please

follow our Twitter and you can also

reach me there at Json JZ so hopefully

that was interesting learning about the

programmable IP layer uh that's all I

have thank

you