Apple has opened negotiations in recent weeks with major American news and publishing organizations, seeking permission to use their material in the company’s development of generative artificial intelligence systems, the New York Times reported last week.

The iPhone maker has floated multi-year deals worth at least $50 million to license the archives of news articles, according to the report, which cited people familiar with the discussions, a Reuters dispatch stated quoting the NYT news story.

The news organizations contacted by Apple include Condé Nast, publisher of Vogue and the New Yorker; NBC News; and IAC, which owns People, the Daily Beast and Better Homes and Gardens, the New York Times said.

Some of the publishers contacted by Apple were lukewarm on the overture, according to the report.

Apple did not immediately respond to a Reuters request for comment.

Big tech has been investing aggressively to integrate generative AI. On the other hand, Apple has used the technology to improve basic functions in its new gadgets.