Getty Images Unveils a New AI-Powered Image-Creation Tool: Revolutionizing Visual Content with Generative AI Technology

In the rapidly evolving landscape of generative AI, concerns surrounding intellectual property rights have emerged as a critical issue. Companies like Getty Images, one of the leading suppliers of stock content, have recognized the need for a responsible approach. This concern has led Getty Images to introduce a groundbreaking Generative AI tool, developed in close partnership with Nvidia, that promises to be commercially safer than its competitors.

The heart of the matter lies in the tool’s training data. Leveraging a fraction of Getty’s colossal library, which boasts an impressive 477 million assets, this AI model has been honed to generate images from textual prompts. This functionality brings to mind renowned platforms like OpenAI’s DALL-E 3 and Midjourney. Importantly, Getty ensures that customers receive visuals under their standard royalty-free license, offering indemnification and perpetual, worldwide, nonexclusive usage rights across all media.

However, the tool has its checks and balances. Getty has implemented measures to prevent the tool from being misused for disinformation or replicating a living artist’s style. For instance, customers cannot create images that depict public figures in specific settings or mimic the style of known artists. Additionally, all images the tool produces are watermarked, clearly denoting their AI-generated origin.

The team emphasized the development of a responsible tool that instills confidence in visuals produced by generative AI for commercial purposes. In addressing the concerns around content creation, Getty has taken steps to ensure that generated content will not be added to its library for licensing by others. Contributors whose works were utilized to train the model will be fairly compensated, as Getty commits to sharing revenues generated by the tool.

The tool’s integration is poised to be seamless, accessible through Getty’s website, or incorporated into applications and websites via API. Moreover, customization options will soon allow customers to align the tool with specific brand styles or design languages. Pricing will be separate from standard Getty Images subscriptions, based on prompt volume.

It’s important to note that Getty is not alone in its pursuit of ethical generative AI. Other industry players like Shutterstock and Adobe are also exploring compensation models for contributors to ensure fair treatment in the evolving AI landscape.

In conclusion, Getty Images’ launch of the Generative AI tool represents a significant stride towards safer and more responsible AI-driven content creation. By addressing intellectual property concerns and implementing robust safeguards, Getty has demonstrated its commitment to fostering a creative ecosystem that respects the rights of content creators. As the industry grapples with these pivotal issues, Getty’s innovative solution sets a promising precedent for a more ethical approach to generative AI.


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Niharika is a Technical consulting intern at Marktechpost. She is a third year undergraduate, currently pursuing her B.Tech from Indian Institute of Technology(IIT), Kharagpur. She is a highly enthusiastic individual with a keen interest in Machine learning, Data science and AI and an avid reader of the latest developments in these fields.

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