Getty Images, the renowned stock photography collection, has unveiled another layer of creativity with its artificial intelligence (AI) image-generator. You no longer have to settle for a generic desert backdrop. Instead, you can request a vibrant, AI-generated scene with a hot pink plastic saguaro cactus rising against a dawn landscape. Intended to meet customer’s specific aesthetic requirements, the service creates images on-the-spot based on your preference.
Their recent foray into AI image creation has not been without turbulence. Earlier, Getty had filed a lawsuit against a major provider of AI-generated images, alleging severe infringement of their vast image collection. Nevertheless, Getty also recognizes the value AI brings to the evolving world of imagery.
Keeping this in view, they introduced a service enabling its customers to create unique images, using an AI model trained on Getty’s extensive human-made photo collection. CEO Craig Peters maintains that the service is commercially viable, business-friendly, and doesn’t rely on unethically sourced images. Peters also raised concerns about the risks of deepfakes when discussing the first AI-generated imagery services like those from OpenAI’s DALL-E, Midjourney, and Stability AI.
Earlier this year, Getty claimed in a Delaware federal court that London-based Stability AI, without permission, duplicated over 12 million photographs from their assortment. Allegations which Stability AI is yet to formally respond to, and with possible damages amounting to $1.8 trillion, it’s been brewing a heated court tussle.
By contrast, the new initiative dubbed ‘Generative AI by Getty Images’ is designed to eliminate intellectual property risks that might discourage businesses from using AI tools. Born out of a collaboration with California-based tech company Nvidia, this service is built upon Nvidia’s Edify, from their own generative AI division Picasso. Offering indemnity for commercial use, it also includes Getty contributors in its financial model, by factoring their images into royalty obligations.
This service is particularly aimed at brands requiring creative imagery for marketing purposes. Competitors in this realm include Shutterstock, that’s partnered with OpenAI’s DALL-E and Adobe, with its AI image-generator, Firefly. However, the service falls short for those in search of photojournalism or editorial content.
Countering possible misuse, Getty’s new tool automatically declines requests showing recognizable personalities or brands. For instance, prompts involving political figures participating in unusual activities immediately get rejected.
While Getty embraces AI’s versatility, they remain committed to preserving their content libraries dedicated to the authentic and real. AI-generated content won’t be part of these libraries, as they believe in promoting “real people doing real things in real places,” as Peters reinforced.
Evidently, artificial intelligence is transforming the way we interact with traditional forms of media, forging an integrated landscape that is both unique and fascinating. It is noteworthy how advancements in technology, like AI, can be harnessed across different industries.
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