Elusive is a new AI tool, where transparency, fairness and ethics are paramount. The imaginative content is only based on the work of those committed to the platform. These artists receive a royalty fee for when their work is being used. ‘We are committed to ensuring that every AI solution developed under Ilusive adheres to our ethical guidelines.’

Elusive means ‘difficult to find, catch or achieve’, which is exactly what the brand is all about: blending cutting-edge technology with human-centred values.