\n Gymnastics coach Gemma Coles spent a year developing Shuffle Up!, a gymnastics conditioning card game which aims to make exercise fun.\n<\/p>\n
\n Gemma Coles with her games (top) and the Chinese AI game (bottom) (Image: ZacharyCulpin\/BNPS)\n<\/p>\n
\n The game has mainly been sold through her own website and on Amazon in the UK and US for six years.\n<\/p>\n
\n To her horror she found an almost identical counterfeit version by a Chinese company being sold for a cheaper price on Amazon.\n<\/p>\n
\n Side by side comparisons show the Chinese company copied every detail of Gemma’s game – colours, fonts, pictures, wording. The figures demonstrating the moves even have identical leotards.\n<\/p>\n
\n Gemma Coles’ game (left) and the Chinese AI game (right) (Image: ZacharyCulpin\/BNPS)\n<\/p>\n
\n Game names were slightly altered, such as ‘Minute of Madness’ to ‘Mad Minutes’, but the company Woo Toys even brazenly put Gemma’s name on the box.\n<\/p>\n
\n Where Gemma’s game costs \u00a323.99, the rip-off version costs \u00a319.99 but has been as low as \u00a39.99.\n<\/p>\n
\n Gemma reported the IP infringement to Amazon but she was told she would need to buy the fake product and send them proof of what Woo Toys had copied.\n<\/p>\n
\n Her complaint was initially rejected by the online retail giant because the Chinese company had changed the game’s name.\n<\/p>\n
\n Gemma Coles game (left) and the Chinese AI game (right) (Image: ZacharyCulpin\/BNPS)\n<\/p>\n
\n But a further review found that because the counterfeit version had Gemma’s name on the box it violated Amazon’s rules on personality rights.\n<\/p>\n
\n It was finally removed from sale after approximately six weeks.\n<\/p>\n
\n Gemma, a mother-of-three from Wimborne, is grateful to Amazon for dealing with the issue but fears another AI product will just pop up again soon after under another name.\n<\/p>\n
\n The 45-year-old said: “We sell our game mainly on our own website and through Amazon in the UK and US.\n<\/p>\n
\n “We advertise against similar gymnastic items such as bars and beams so we were researching those and found this other product that looked so similar to ours.\n<\/p>\n
\n “They have used every single one of my games and every single sentence but changed the odd word – like changing stomach to abdomen and bottom to glutes.\n<\/p>\n
\n “They’ve used all my rep ranges and levels, all my pictures are the same but they’ve changed them for animated characters, they even have the same looking leotards.\n<\/p>\n
\n “They have even used my name on the box. It’s absolutely bonkers.”\n<\/p>\n
\n Gemma said the case highlights the new problem of unscrupulous companies using AI technology to rip-off copyrighted products and said legislation needs to catch up with it.\n<\/p>\n
\n She said: “I think it’s quite a new problem. In the past it would have taken quite a lot of work for someone to copy your product, but now I think they can just scan it all and put it into AI and it’s probably done within a day.\n<\/p>\n
\n “I think they just put into AI ‘change this enough to pass US and UK copyright laws’ and the legislation just isn’t there yet because this AI thing is so new.\n<\/p>\n
\n “There’s a little part of you that thinks AI is quite impressive but I also think if we are not careful AI is going to zap the real feel out of products.\n<\/p>\n
\n “If someone produced a fun sports game of a similar type you would admire that as healthy competition, but for them to just take every part of your idea is just appalling.\n<\/p>\n
\n “I’m not going to give up, I’m not going to let them ruin all these years of hard work.”\n<\/p>\n
\n The gymnastics game was launched in 2019 and the company are currently looking at getting it into retail spaces as well as online sales.\n<\/p>\n
\n Amazon UK has been approached for comment but have now removed the game.<\/p>\n","protected":false},"excerpt":{"rendered":"Gymnastics coach Gemma Coles spent a year developing Shuffle Up!, a gymnastics conditioning card game which aims to…\n","protected":false},"author":2,"featured_media":714834,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[554,733,4308,86,56,54,55],"class_list":["post-714833","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artificial-intelligence","tag-ai","tag-artificial-intelligence","tag-artificialintelligence","tag-technology","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/714833","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=714833"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/714833\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/714834"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=714833"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=714833"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=714833"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}