Wirestock raises $23M to supply creative multimodal data to AI labs

In the past few years, creative marketplaces and platforms have realized they are sitting on a data gold mine, and they can either use that data to develop AI models or turn it into a source of revenue by licensing it to other AI labs.

Wirestock, which previously helped photographers distribute and sell their work on stock photography services like Shutterstock, has taken the latter path.

The company pivoted to being a data provider in 2023 and now supplies datasets of images, videos, design assets, and gaming and 3D content to AI labs. Wirestock said its platform has signed up more than 700,000 artists and designers who complete different tasks for data collection, similar to freelancers on platforms like Fiverr.

Mikayel Khachatryan, the company’s co-founder and CEO, said Wirestock was transparent about its shift and allowed artists to opt out of its data supply business (in 2022, the platform had over 100,000 photographers on its platform). Khachatryan didn’t specify how many people switched over as data providers for AI, only saying “the majority” did.

“Initially, a lot of our deals were just selling what we had off the shelf, like our existing library. But then it turned into a lot of custom requests for content and data, and that created new opportunities for creators, and the platform just took off,” he said.

The startup said on Thursday it has raised $23 million in Series A funding to build out the new data supply business. The round was led by Nava Ventures and saw participation from SBVP (co-founded by Sheryl Sandberg), Formula VC, and I2BF Ventures.

Khachatryan says Wirestock currently provides multimodal data to six of the largest foundation model makers, but he wouldn’t name them. He noted the company currently has an annual run-rate revenue of $40 million and has so far paid out $15 million to its contributors.

As part of the transition, the startup had to retrain some of its teams to annotate and label data in detail to make it useful for AI labs. It also had to build sales and enterprise teams to be able to pitch to hyperscalers and find ways to get more creative assets in areas like 3D modeling.

Wirestock currently uses email marketing and referral programs to bring in new contributors. Photographers, videographers, and illustrators can apply to provide data on its website, but they have to complete an unpaid task as a quality check before they’re accepted. The company said it uses a mix of AI and human reviews to evaluate all work on the platform.

Demand for data supply services is sky high right now as AI labs race to continue improving their models. Companies like Surge, Scale AI, and Mercor have built businesses worth tens of billions seemingly overnight on the back of demand for different kinds of datasets, and a slate of new startups such as Micro1, Human Archive, and Human Native AI are working with top AI model makers, too.

Wirestock wants to focus on providing data for models that aid creative use cases, such as image and video generation. The company is also exploring other modalities like audio and music.

Freddie Martignetti, founder of Nava Ventures, said his fund was looking for a startup that was innovating on data procurement and refinement even before it learned about Wirestock.

“I think Wirestock has a deep understanding of what foundational models and hyperscalers need in terms of multimodal data to start creating more human-like systems. The cornerstone of our thesis was that multimodal data will be increasingly important, not just to create images or videos, but for models to complete real-world tasks,” Martignetti told TechCrunch.

Wirestock currently employs 60 people and will use the new funding to hire for research, engineering, and product roles. It is also building enterprise software for AI labs to collaborate on datasets.

The funding round brings the startup’s total capital raised to about $26 million.