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AI Art: What Should Fair Compensation Look Like?
New research from Goizueta’s David Schweidel looks at questions of compensation to human artists when images based on their work are generated via artificial intelligence. Artificial intelligence is making art. That is to say, compelling artistic creations based on thousands of years of art production may now be just a few text prompts away. And it’s all thanks to generative AI trained on internet images. You don’t need Picasso’s skillset to create something in his style. You just need an AI-powered image generator like DALL-E 3 (created by OpenAI), Midjourney, or Stable Diffusion. If you haven’t tried one of these programs yet, you really should (free or beta versions make this a low-risk proposal). For example, you might use your phone to snap a photo of your child’s latest masterpiece from school. Then, you might ask DALL-E to render it in the swirling style of Vincent Van Gogh. A color printout of that might jazz up your refrigerator door for the better. Intellectual Property in the Age of AI Now, what if you wanted to sell your AI-generated art on a t-shirt or poster? Or what if you wanted to create a surefire logo for your business? What are the intellectual property (IP) implications at work? Take the case of a 35-year-old Polish artist named Greg Rutkowski. Rutkowski has reportedly been included in more AI-image prompts than Pablo Picasso, Leonardo da Vinci, or Van Gogh. As a professional digital artist, Rutkowski makes his living creating striking images of dragons and battles in his signature fantasy style. That is, unless they are generated by AI, in which case he doesn’t. “They say imitation is the sincerest form of flattery. But what about the case of a working artist? What if someone is potentially not receiving payment because people can easily copy his style with generative AI?” That’s the question David Schweidel, Rebecca Cheney McGreevy Endowed Chair and professor of marketing at Goizueta Business School is asking. Flattery won’t pay the bills. “We realized early on that IP is a huge issue when it comes to all forms of generative AI,” Schweidel says. “We have to resolve such issues to unlock AI’s potential.” Schweidel’s latest working paper is titled “Generative AI and Artists: Consumer Preferences for Style and Fair Compensation.” It is coauthored with professors Jason Bell, Jeff Dotson, and Wen Wang (of University of Oxford, Brigham Young University, and University of Maryland, respectively). In this paper, the four researchers analyze a series of experiments with consumers’ prompts and preferences using Midjourney and Stable Diffusion. The results lead to some practical advice and insights that could benefit artists and AI’s business users alike. Real Compensation for AI Work? In their research, to see if compensating artists for AI creations was a viable option, the coauthors wanted to see if three basic conditions were met: – Are artists’ names frequently used in generative AI prompts? – Do consumers prefer the results of prompts that cite artists’ names? – Are consumers willing to pay more for an AI-generated product that was created citing some artists’ names? Crunching the data, they found the same answer to all three questions: yes. More specifically, the coauthors turned to a dataset that contains millions of “text-to-image” prompts from Stable Diffusion. In this large dataset, the researchers found that living and deceased artists were frequently mentioned by name. (For the curious, the top three mentioned in this database were: Rutkowski, artgerm [another contemporary artist, born in Hong Kong, residing in Singapore] and Alphonse Mucha [a popular Czech Art Nouveau artist who died in 1939].) Given that AI users are likely to use artists’ names in their text prompts, the team also conducted experiments to gauge how the results were perceived. Using deep learning models, they found that including an artist’s name in a prompt systematically improves the output’s aesthetic quality and likeability. The Impact of Artist Compensation on Perceived Worth Next, the researchers studied consumers’ willingness to pay in various circumstances. The researchers used Midjourney with the following dynamic prompt: “Create a picture of ⟨subject⟩ in the style of ⟨artist⟩”. The subjects chosen were the advertising creation known as the Most Interesting Man in the World, the fictional candy tycoon Willy Wonka, and the deceased TV painting instructor Bob Ross (Why not?). The artists cited were Ansel Adams, Frida Kahlo, Alphonse Mucha and Sinichiro Wantabe. The team repeated the experiment with and without artists in various configurations of subjects and styles to find statistically significant patterns. In some, consumers were asked to consider buying t-shirts or wall art. In short, the series of experiments revealed that consumers saw more value in an image when they understood that the artist associated with it would be compensated. Here’s a sample of imagery AI generated using three subjects names “in the style of Alphonse Mucha.” Source: Midjourney cited in http://dx.doi.org/10.2139/ssrn.4428509 “I was honestly a bit surprised that people were willing to pay more for a product if they knew the artist would get compensated,” Schweidel explains. “In short, the pay-per-use model really resonates with consumers.” In fact, consumers preferred pay-per-use over a model in which artists received a flat fee in return for being included in AI training data. That is to say, royalties seem like a fairer way to reward the most popular artists in AI. Of course, there’s still much more work to be done to figure out the right amount to pay in each possible case. What Can We Draw From This? We’re still in the early days of generative AI, and IP issues abound. Notably, the New York Times announced in December that it is suing OpenAI (the creator of ChatGPT) and Microsoft for copyright infringement. Millions of New York Times articles have been used to train generative AI to inform and improve it. “The lawsuit by the New York Times could feasibly result in a ruling that these models were built on tainted data. Where would that leave us?” asks Schweidel. "One thing is clear: we must work to resolve compensation and IP issues. Our research shows that consumers respond positively to fair compensation models. That’s a path for companies to legally leverage these technologies while benefiting creators." David Schweidel To adopt generative AI responsibly in the future, businesses should consider three things. First, they should communicate to consumers when artists’ styles are used. Second, they should compensate contributing artists. And third, they should convey these practices to consumers. “And our research indicates that consumers will feel better about that: it’s ethical.” AI is quickly becoming a topic of regulators, lawmakers and journalists and if you're looking to know more - let us help. David A. Schweidel, Professor of Marketing, Goizueta Business School at Emory University To connect with David to arrange an interview - simply click his icon now.
Aston University researcher takes on leadership role within biomedical engineering
Dr Antonio Fratini is the new chair of the Institute of Mechanical Engineers Biomedical Engineering Division It is one of the largest group of professional biomedical engineers in the UK The specialism merges professional engineering with medical knowledge of the human body, such as artificial limbs and robotic surgery. An Aston University researcher has been given a leading role within the biomedical engineering sector. Dr Antonio Fratini CEng MIMechE has been elected as the new chair of the Biomedical Engineering Division (BmED) of the Institution of Mechanical Engineers (IMechE), one of the largest groups of professional biomedical engineers in the UK. The IMechE has around 115,000 members in 140 countries and has been active since 1847. Biomedical engineering, also known as medical engineering or bioengineering, is the integration of engineering with medical knowledge to help tackle clinical problems and improve healthcare outcomes. Dr Fratini previously served as chair of the Birmingham centre of the division for five years and as vice-chair of the division for one year. His research includes responsible use of AI, 3D segmentation and anatomical modelling to improve surgical training and planning, motor functions and balance rehabilitation. He leads Aston University’s Engineering for Health Research Centre within the College of Engineering and Physical Sciences and has vast experience in the design, development and testing of new medical devices. Currently he is the University’s principal investigator for the West Midlands Health Tech Innovation Accelerator and he has a growing reputation in the UK and internationally within the biomedical engineering profession. He said: “Biomedical engineering is continuously evolving and our graduates will create the future of health tech and med tech for more effective, sustainable, responsible and personalised healthcare. “I am very honoured of this appointment. This three-year post will be a great opportunity to further develop the biomedical engineering profession worldwide and to show Aston University’s commitment to an inclusive, entrepreneurial and transformational impact within the field.” Professor Helen Meese, outgoing chair of the division, said: “I am delighted to see Antonio take on the chair’s position. He has, over the years, contributed significantly to the growth of the Birmingham regional centre and has actively supported me throughout my tenure as chair. I know how passionate he is about our profession and will undoubtedly continue to drive the division forward over the next three years.” Dr Frattini was presented with his new title on 20 June at the IMECHE HQ at 1 Birdcage Walk, London during the Institution’s technology strategy board meeting. For media inquiries in relation to this release, contact Nicola Jones, Press and Communications Manager, on (+44) 7825 342091 or email: n.jones6@aston.ac.uk
A new study conducted by CAA Manitoba (CAA MB) shows that 59 per cent of Manitoba drivers have witnessed a close-call collision or distracted driving traffic violation. For many Manitobans, these close calls are fueling safety concerns, as 89 per cent of drivers in the province feel somewhat or very concerned about distracted driving. “Distracted driving is the leading contributing factor in fatal motor vehicle collisions in Manitoba,” says Ewald Friesen, manager of government and community relations at CAA Manitoba. “By raising awareness of the risks of distracted driving, we hope to do our part to save lives and increase safety." Distracted driving has a direct impact on road safety Manitoba’s ban on using hand-held devices while driving has been in effect since July 2010. However, distracted driving caused by technology continues to be a concern across the province. The survey found that 60 per cent of Manitoba drivers have been behind a driver in another vehicle who missed a traffic light change because that driver was distracted. “Safe driving requires focus and concentration. It is always best to set up your navigation system and send your text messages before driving,” says Friesen, “Using this technology while driving is simply not worth the risk of potential charges and the danger it poses to both the driver and others on the road.” The survey also found that 51 per cent of Manitoba drivers stated that they had met the criteria for being distracted drivers in the past, with three per cent admitting to having been charged. While there can be many distractions on the road, the top five most concerning distractions for those surveyed are: 1. Holding a mobile device 2. Watching TV 3. Making a video call 4. Grooming 5. Wearing headphones or earbuds “It is always best to send your text messages and make your video calls before driving,” says Friesen, “Engaging in these behaviours is not only illegal, but they put the life of the driver and those around them at risk.” Manitobans believe fines, penalties and public education remain the most effective methods to combat distracted driving According to Manitoba Public Insurance (MPI), using a mobile device while driving is illegal. If ignored, this can result in a $672 fine and possible license suspension. The survey also found that 57 per cent of Manitoba drivers support increasing fines and penalties for distracted driving convictions. For more information, please visit https://www.caamanitoba.com/distracted The online survey was conducted by DIG Insights from January 22 to February 5, 2024, with 506 Manitoba drivers aged 18 and older. Based on the sample size of n=506 and with a confidence level of 95 per cent, the margin of error for this research is +/- 3%.)
The Fast Food Wars are on! Let our experts explain the history behind the industry
In the contemporary culinary landscape, fast food stands as a pervasive and influential force, shaping not only our eating habits but also broader societal trends. This topic is newsworthy due to its significant impact on public health, economic structures, and cultural dynamics. The history of fast food offers a rich narrative that intersects with various pressing issues such as nutrition, labor practices, and globalization. Furthermore, the evolution of fast food reflects changes in consumer behavior, technological advancements in food production, and shifts in marketing strategies. Key areas for exploration include: The Rise of Fast Food Chains: Examining the origins and growth of iconic fast food brands and their role in transforming the food industry. Health Implications and Nutritional Debates: Analyzing the impact of fast food on public health, including discussions around obesity, dietary choices, and nutritional content. Economic Influence and Labor Practices: Investigating the economic contributions of the fast food industry, its employment practices, and the ongoing debates around wages and working conditions. Cultural Impact and Globalization: Exploring how fast food has influenced cultural identities, consumer behaviors, and the spread of Western food culture globally. Technological Innovations in Food Production: Looking at advancements in food technology that have enabled the mass production and distribution of fast food, from kitchen automation to supply chain logistics. Marketing and Consumer Psychology: Assessing the strategies used by fast food companies to attract and retain customers, including advertising techniques and menu innovations. The history of fast food offers journalists a multifaceted topic with numerous angles to explore, each revealing important insights into how this ubiquitous industry has shaped—and continues to shape—various aspects of modern life. Connect with an Expert about the history of Fast Food: Aidin Namin, Ph.D. Associate Professor of Marketing Analytics, College of Business Administration · Loyola Marymount University Melissa Melough Assistant Professor, Department of Health Behavior and Nutrition Sciences · University of Delaware Matthew McGranaghan Assistant Professor, Marketing · University of Delaware Anna McAlister Assistant Professor of Advertising and Public Relations · Michigan State University David Julian McClements Distinguished Professor of Food Science · University of Massachusetts Amherst To search our full list of experts visit www.expertfile.com Photo credit: Jonathan Borba
Debate director and rhetoric expert on Biden vs. Trump presidential debate
John Koch, senior lecturer and director of debate at Vanderbilt University, is available for commentary on the presidential debate between Joe Biden and Donald Trump. A recognized scholar on presidential communication and rhetoric, John uses a wide range of methods to understand and explain political and policy debates. His research is guided by the question of how we can improve citizenship practices and debates within our political culture. He has served as chair of the National Communication Association’s Argumentation and Forensics Division and the Committee on International Discussion and Debate. John has published various book chapters on presidential rhetoric. Topics he can speak to include: What arguments to expect from the candidates What each candidate needs to do and not do in the debate How to determine who wins a debate What to watch for/what issues might come up in the debate History of presidential debates The usefulness of presidential debates and how we might improve them How adults can discuss politics and debates with their children by watching debates together After debate analysis of who may have won and what issues/moments may be salient to voters The debate styles of the candidates and their histories in debates
Tuesday is World Beatles Day - And we've got the classic rock experts who can help with your stories
World Beatles Day celebrates the legendary British rock band, The Beatles, whose music and cultural impact have left an indelible mark on the world. This event matters to the public not only because of The Beatles' timeless music and influence on pop culture but also because it offers a lens through which to explore broader themes of social change, artistic innovation, and historical significance. Recognizing the band's role in shaping modern music, fashion, and societal values, World Beatles Day provides numerous compelling story angles for journalists to explore: The Beatles' Influence on Modern Music: Exploring how contemporary artists are inspired by The Beatles and the enduring relevance of their musical innovations. Cultural Revolution of the 1960s: Analyzing how The Beatles contributed to the social and cultural changes of the 1960s, including the counterculture movement. Beatlemania and Its Impact on Fan Culture: Examining the phenomenon of Beatlemania and its legacy in shaping modern fan culture and celebrity worship. The Beatles and Fashion Trends: Investigating The Beatles' influence on fashion and style, from the iconic "mop-top" haircuts to their psychedelic wardrobe. The Beatles' Contribution to Film and Media: Looking at The Beatles' ventures into film, such as "A Hard Day's Night" and "Yellow Submarine," and their impact on music videos and multimedia storytelling. Global Influence and Legacy: Assessing how The Beatles have left a lasting legacy on music and culture worldwide, including international fan communities and tributes. World Beatles Day serves as a reminder of the band's profound influence on music and culture, offering journalists rich and diverse story opportunities to engage audiences with both historical perspectives and contemporary connections. Connect with an Expert about the history of The Beatles: John Covach Professor of Music and Director of the Institute for Popular Music; Professor of Theory at Eastman School of Music · University of Rochester José Valentino Ruiz Assistant Professor · University of Florida Melissa Avdeeff Assistant Professor · Coventry University Henry Juszkiewicz Chairman and CEO · Gibson Guitar Corp. To search our full list of experts visit www.expertfile.com Photo credit: Fedor
MEDIA RELEASE: CAA Awards the Dedication and Compassion of a School Zone Safety Ambassador
CAA South Central Ontario (CAA SCO) is proud to recognize Sonia Preston, a teacher at Brookmill Boulevard Junior Public School in Scarborough, as an outstanding road safety ambassador and an integral part of the CAA School Safety Program (CAA SSP) – a program that teaches children life-long leadership skills on how to interact in a busy world with the confidence to be able to act in emergency situations. Preston is the winner of the CAA School Safety Patrol Supervisor of the Year and was nominated by Brookmill Boulevard Junior Public School Principal Helena Syptak. For 21 years, Preston has been part of the CAA School Safety Patrol program, acting as a Patrol Supervisor and trusted member of the community. Going above and beyond her duties, she consistently maintains a visible presence during peak traffic hours, providing guidance and support to Patrollers as they fulfil their duties by conducting regular training sessions to equip Patrollers with the skills to handle various traffic scenarios with poise and precision. “Ms. Preston's volunteerism, commitment, dependability, and leadership are the cornerstones of our Safety Patrol program's success,” says Syptak. “Her efforts above and beyond the expected Patrol Supervisor role have made a lasting impact on our school community, enriching the lives of countless students and inspiring them to become responsible leaders and compassionate citizens.” The CAA School Safety Patrol program was developed in 1929 to protect, educate, and empower elementary school children on safe road-crossing practices. With more than 90 years of proven experience in teaching road safety and children’s safety in school zones, the program gives Patrollers an acute awareness of road safety and gives them the tools to help them stay safe as they travel to and from school. Preston's commitment to promoting pedestrian safety goes beyond the school grounds. She has actively engaged with local authorities and community stakeholders, such as the School Advisory Council, to address traffic concerns in the surrounding area, advocating for improved infrastructure and implementing strategies to mitigate potential hazards. “Ms. Preston leads by example, demonstrating integrity, compassion, and resilience in everything she does,” says Syptak “Her ability to inspire and motivate others has a profound impact on patrollers, instilling in them a sense of purpose and pride in their roles. Under her guidance, patrollers not only fulfil their duties with excellence but also emerge as confident leaders and responsible citizens.” We thank Sonia Preston for being a local hero in her community and advocating for road safety in her everyday life. Since its start, the CAA School Safety Patrol program has helped keep students safe in school zones. Every year, approximately 800 schools in Ontario participate in the CAA SSP program, which CAA SCO delivers with local partners. For more information on the program, visit www.caaschoolsafetypatrol.com
Expert Research: Hurricanes and Natural Disasters Linked to “Grocery Tax” for Lower-Income Americans
Research from Goizueta’s William Schmidt uncovers the disproportionate impact of natural disasters on low-income families’ access to essentials. Global warming is accelerating severe weather with cataclysmic outcomes for communities all over the world. In 2023, the hottest year on record, no fewer than 23 weather-related disasters struck the United States. These natural disasters claimed hundreds of lives and caused $57 billion in damage. Recently, the federal government has come under scrutiny for uneven aid response to communities affected by hurricanes, fires, and flooding in America. William Schmidt But might there be other factors at play that see disadvantaged groups more vulnerable to the impact of severe weather events? Weighing into this is award-winning research by Goizueta Business School’s William Schmidt, associate professor of Information Systems and Operations Management. He and Xabier Barriola from INSEAD Business School look at the effect of three major hurricanes in the U.S. in the last 20 years. They find evidence of higher paid prices for basic groceries in the aftermath of each storm that disproportionately impact lower-income communities in affected states. In fact, says Schmidt, when severe weather hits communities, these families end up paying anywhere between one and five percent more relative to high income households for essential food and goods. This puts a major strain on already-strained resources in times of massive disruption. "We see a spike in the prices paid for household groceries of up to five percent hitting low-income groups immediately after a major storm hits." William Schmidt “Then you have to factor in the reality that poorer households spend around eight times more of their disposable income on basic groceries than high-income households,” says Schmidt. “It becomes clear that the aftermath of severe weather is harder for them to bear. And in our research, this is an effect that lasts for months, not weeks or days.” Exposing Hidden Costs on Those Hit Hardest To get to these findings, Schmidt and Barriola worked from a hunch. They figured that in low-income areas, a lack of infrastructure, lower-quality construction, and fewer grocery store outlets could translate into supply shortages in emergencies. Ensuing stockouts might then lead to knock-on price inflation for customers. These are low-income families for whom inflation has serious and significant consequences, Schmidt says. "We know that inflation hurts poorer communities. High-income families have the option of switching between high and low-priced goods according to needs or preference. But families with lower incomes are already purchasing low-priced groceries." William Schmidt “When there are disaster-induced stockouts to their preferred products, those families are forced to substitute to higher priced groceries,” Schmidt continues. Then there’s retailer behavior. Following large environmental disasters, store managers may be unable to keep necessities in stock. Under those circumstances, it is difficult to justify running promotions or implementing planned price decreases. To test these ideas, Schmidt and his colleagues looked at data from the weeks and months following Hurricanes Katarina (2005), Ike (2008), and Sandy (2012). They decided to pinpoint those locations immediately impacted at the county level. To do so, they used major disaster declarations issued by the federal government at the time. Then they integrated this with detailed grocery store sales data provided by Information Resources Inc (IRI) with zip code-level household income and demographic data from the U.S. Census Bureau. With each hurricane, the researchers looked at IRI data covering 30 different product categories and around 200 million transactions over a 12-week period. Schmidt and his colleagues then ran a set of analyses comparing prices paid by communities before and after each hurricane. They also contrasted price increases paid by low-income and high-income households as well as communities outside of the areas affected by the storms. Crunching the Numbers “Doing this triple-difference regression analysis, we find that lower-income communities pay an average 2.9 percent more for their groceries. That’s in the eight weeks following each of these disasters,” says Schmidt. "The effect varies. But it is roughly commensurate with the overall economic damage wrought by each hurricane, with Katrina being the worst. Here low-income families were seeing a 5.1 percent increase in the cost of food and basic goods, relative to richer households." William Schmidt The study points to a variety of mechanisms driving these effects. As Schmidt and his co-authors hypothesize, there is evidence that the same disruptions lead to fewer price promotions. They also see more frequent stockouts of low-priced goods. At the same time, there’s a shift in household purchasing from low to higher-priced products. These effects are long-lasting, says Schmidt. According to the study, post-hurricane inflation in the prices paid by consumers continues to affect poorer families for eight or more weeks. This amounts to months of economic hardship for those least resilient to its effects. Schmidt calls this “permanent inflation.” Pursuing Equity in Crisis Operations managers and policymakers should factor these findings into emergency relief efforts, say Schmidt and his colleague. The goal should be to service communities more equitably. So, there should be more thought to the provision of essential food and household goods. Also, there should be a particular focus on those most vulnerable to natural disasters and their effects. Current disaster nutrition relief programs are typically short. Authorities might do better by vulnerable communities by also extending things like cash and voucher programs, says Schmidt. And they should prioritize the ordering, shipment, and warehousing of essential goods. “Our research shows that hurricanes cost certain groups of Americans more than others in the longer run. The permanent inflation on food stuff and household necessities that we find constitutes an additional burden on part of our national fabric. These are people who are least positioned to afford it.” Hurricanes and the economy are both sought-after topics - and if you're covering, we can help. William Schmidt is an associate professor of Information Systems & Operations Management at Emory University’s Goizueta Business School. His research focuses on understanding and mitigating operational disruptions, and applications of machine learning in operational decision making. To connect with William to arrange an interview - simply click his icon now.
One week to go - Let's look at the role debates play in US Elections
US Presidential debates are a cornerstone of American democratic tradition, playing a critical role in shaping public perception and voter decision-making during election cycles. This topic is not only newsworthy because of its historical significance but also due to its influence on political discourse, media coverage, and the democratic process. The evolution of these debates reflects broader societal changes, technological advancements, and shifts in political strategy. Furthermore, presidential debates provide a platform for candidates to present their policies and personalities, thereby directly impacting election outcomes. Key story angles include: Historical Evolution of Presidential Debates: Exploring the origins, key moments, and changes in format and style of presidential debates from the Kennedy-Nixon debate in 1960 to the present day. Impact on Voter Perception and Behavior: Analyzing how debates influence public opinion, voter turnout, and the overall electoral process. Media's Role in Shaping Debates: Investigating the role of media in organizing, broadcasting, and moderating debates, including the influence of television, social media, and real-time fact-checking. Debate Strategies and Candidate Performance: Examining how candidates prepare for debates, notable performances, gaffes, and their impact on campaign momentum. Civic Engagement and Public Discourse: Discussing the role of debates in promoting civic engagement, political education, and public discourse on key issues facing the nation. Technological Advancements and Future Trends: Exploring how technology has transformed debates, from live streaming and interactive features to virtual debates and the use of AI in analysis. These angles offer journalists a comprehensive framework to explore the historical significance and ongoing impact of US Presidential debates on American politics and society. Connect with an Expert about the history of Presidential Debates: Jingsi Christina Wu Associate Professor of Journalism, Media Studies, and Public Relations · Hofstra University John Koch Senior Lecturer and Director of Debate · Vanderbilt University Kevin Wagner, Ph.D. Professor and Department Chair · Florida Atlantic University Juliana Fernandes Assistant Professor · University of Florida Sandra Pavelka, Ph.D. Expert in political science and justice · Florida Gulf Coast University To search our full list of experts visit www.expertfile.com Photo credit: Library of Congress
First in Delaware to Offer MR-Guided Ultrasound for Treatment of Essential and Parkinson’s Tremor
Revolutionary technology gives patients immediate relief from debilitating tremors without the need for invasive surgery. ChristianaCare is the first health care provider in Delaware to offer FDA-approved focused ultrasound treatment for people suffering from essential tremor and Parkinson’s disease. The new option – called MR-guided focused ultrasound – uses sound wave energy to destroy precise areas of brain tissue that is the source of the tremor. No surgical incision or anesthesia is necessary, and many patients experience immediate and significant reduction in tremors, which can make daily activities challenging. Dr. Martello explains that the procedure involves the use of high-frequency sound waves directed with pinpoint precision by magnetic resonance imaging to ablate, or burn, the focal point deep within the brain that is causing tremors. “This minimally invasive technology dramatically improves the lives of patients with essential tremor and tremor-dominant Parkinson’s who haven’t fully responded to traditional treatments,’’ said Justin Martello, M.D., director of the Parkinson’s and Movement Disorders Programs, and Focused Ultrasound Program at ChristianaCare. What is tremor? Tremor is a neurological condition that includes involuntary shaking or trembling movements in one or more parts of the body. It most commonly affects the hands and can make daily tasks such as writing, eating and using a computer or phone extremely difficult. Tremor affects approximately 1% of the population overall and 5% of adults age 60+. It is expected to increasingly impact Delawareans as the state’s population ages. Essential tremor is the most common type of tremor. It can occur at any age but is most common in older adults. Tremor is also the most well-known symptom of Parkinson’s disease. An estimated 1.5 million Americans suffer from Parkinson’s disease, a progressive neurodegenerative disease that affects movement and can also affect speech, balance and cognitive function. A newer, better option for patients who don’t respond to medications The procedure of MR-guided focused ultrasound involves the use of high-frequency sound waves directed with pinpoint precision by magnetic resonance imaging to ablate, or burn, the focal point deep within the brain that is causing tremors. Patients are fitted with a frame affixed to a specialized helmet that combines the focused energy of more than 1,000 high-frequency sonic beams directed through the skull. The treatment does not require cutting through the skull, or radiation, as in gamma knife technology. “Today, there are basically three options for managing tremor,” said Pulak Ray, M.D., of Delaware Neurosurgical Group and associate director of the Focused Ultrasound program. “The first is medication, which is effective and affordable for many patients, but its effectiveness tends to diminish over time. The second is deep-brain stimulation, which is the most invasive and costly treatment option. The newest is MR-guided ultrasound, which tends to be the preferable option for most patients who do not respond well to medication, because it is a simple, non-invasive outpatient procedure that is highly effective, safe and produces instant results.” Benefits of MR-guided Focused Ultrasound MR-guided focused ultrasound reduces tremor immediately, with shorter recovery time, lower risk of side effects and lower associated health care expenses compared to surgical alternatives. This treatment dramatically improves patient experience and quality of life for people with Parkinson’s disease or essential tremor. For many patients, MR-guided ultrasound reduces their dependence on caregivers to assist with activities of daily living. Candidates must first undergo a CT scan to ensure a skull density sufficiently thick to accommodate the procedure. The patient is awake during the procedure and situated within an MRI machine for real-time imaging of the brain. The physician tests the precise location by heating the area, then ensuring the patient is able to control tremors by tracing lines on a spirograph. At that point, the physician then permanently ablates the focal point, usually a sphere a few millimeters in length. “Our team is very excited to bring this technology to Delaware and to open up access to potentially life-changing treatment that until now has required long wait times and significant travel for patients,” said Kim Gannon, M.D., Ph.D., medical director of the comprehensive stroke program and physician executive of Neuroscience Service Line at ChristianaCare. “Many tremor patients have suffered for years or even decades with this debilitating and progressive condition and helping them live a more active and independent lifestyle is extremely rewarding.” MR-guided focused ultrasound is covered by Medicare and most insurance plans.
