Apple (NASDAQ:AAPL) is negotiating at least $50M in deals with publishers to train its generative artificial intelligence systems on news articles.

The tech giant has opened negotiations with news and publishing organizations for permission to use their material, The New York Times reported, citing people familiar with the discussions.

Apple (AAPL) wants to access the archives of articles from Condé Nast, publisher of Vogue and The New Yorker; NBC News (CMCSA); and IAC, which owns People, The Daily Beast and Better Homes and Gardens (IAC).

The iPhone maker is trying to catch up to rivals in generative AI development. Microsoft (MSFT), Google (GOOG) (GOOGL), Meta (META) and ChatGPT (backed by Microsoft), are already using the technology across products.

Generative AI is expected by many to be groundbreaking and the biggest moment in the internet since the advent of the web in 1995. The technology is expected to drive investments and revenue for years to come.

Behind the times

Apple (AAPL) hasn’t made any majorly significant announcements surrounding generative AI aside from saying it’s working on it.

The Times said some of the publishers contacted by Apple were lukewarm on the idea, with several executives concerned that Apple’s terms were too expansive. The initial pitch covered broad licensing of archives, with publishers potentially on the hook for any legal liabilities that could stem from Apple’s use of their content, the Times reported.

Apple was also vague about how it intended to apply generative A.I. to the news industry, the people said.

The question of copyright infringement and generative AI is a burgeoning concern as the source material for some of what chatbots are currently using is unclear.