Getty Images Launches AI-Driven Custom Imagery Service


Renowned for its wide-ranging selection of beautiful photography, Getty Images is ascending to fresh horizons. It is now offering a new service where customers can use artificial intelligence to generate custom images on demand. Imagine requiring a detailed image of a “hot pink plastic saguaro cactus, nestled amid sandy dunes as dawn breaks” – this could now be designed and brought into existence by Getty’s cutting-edge technology.

Taking into account both the challenges and opportunities that AI presents to its operations, the Seattle-based corporation has recently launched a two-fold strategy. Earlier this year, Getty Images took legal action against a prominent AI-generated imagery provider for what they claimed was the flagrant violation of their unparalleled image collection on an enormous scale.

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However, Getty Images has also entered the rapidly growing AI image-creation market this Monday, offering a new service that empowers customers to create unique images. These images are trained on Getty’s extensive library of photographs crafted by human hands. This path-breaking service, says Getty Images CEO Craig Peters, is commercially viable for business clients, asserting that it wasn’t trained on stolen imagery that’s freely available online. He articulated his concerns regarding certain initial entrants into the market of AI-generated imagery and their handling of creator rights and their facilitation of deepfakes.

Earlier this year, in a legal case lodged in a Delaware federal court, Getty accused London-based Stability AI of unauthorized copying of over 12 million photographs from Getty’s collection for competitive commercial gain. According to the lawsuit, Getty Images is entitled to compensation of up to $150,000 for every infringed piece. The case transpires within a broad spectrum, with a potential sum of $1.8 trillion.

In accordance with Generative AI by Getty Images, a new development that came from an alliance with Californian tech giant and chipmaker Nvidia, Getty strives to mitigate the intellectual property risks that have troubled businesses to use generative AI tools. The new model also ensures commercial indemnification.

This service is expected to attract businesses looking for unique marketing materials, corporate imagery, and beyond. It was explicitly stated that the model is not designed to generate deceptive and potentially harmful “deepfake” images.

As an example, Peters demonstrated the system’s refusal to produce an image of President Joe Biden on a surfboard. The model also won’t generate contentious images like the Pentagon under attack or Pope Francis in a Balenciaga outfit – a reference to a viral AI-generated fake picture.

The AI content won’t be added to Getty Images’ collections, which will be reserved exclusively for “real people doing real things in real places,” Peters shared.

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