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Getty Images Embraces 'Commercially Safe' AI Image Generator: What Does That Mean?

Getty Images Homepage

Getty Images, a leading name in visual content, has introduced Generative AI by Getty Images. This innovative solution harnesses the power of NVIDIA Picasso, a customized AI model, to transform content creation, particularly focusing on improving its commercial viability and safety.

Generative AI by Getty Images is trained using data from both Getty and NVIDIA, drawing from a curated subset of their library comprising 477 million stock assets. With this tool, customers can generate images simply by providing text prompts, and these images come with royalty-free licenses for their commercial use.

This simplifies the creative process, allowing users to effortlessly find the perfect visual content for their needs. Importantly, it doesn't incorporate real people or locations, making it a trustworthy solution to harness AI's potential, marketed as "Commercially safe, Impactful. and Worry-free."

Each and Every AI Generated Images Are Watermarked and Licensed

Now, it's important to note that, although the tool is highly capable, it has been developed responsibly. It includes protective measures to prevent the spread of disinformation, avoid copying the styles of living artists, and all images generated are watermarked as AI-created, ensuring confidence for commercial users.

Not only that, the images produced will also come with Getty Images' standard royalty-free license, providing customers with the confidence that they can use the content without worrying about legal issues.

Creators Playing a Role in AI Training to Be Compensated

Screenshot from Getty Images Twitter account

Getty Images has made it clear that the pictures generated by its tool won't be part of its image collection for others to use, but Getty can and will use them to teach its AI model. Creators whose work helped train this AI will also be compensated. Additionally, Getty plans to share the earnings from the tool. This sharing will be based on the number of files generated and the usual licensing revenue.

According to TechCrunch, a spokesperson from Getty Images has stated, "On an annual recurring basis, we will share in the revenues generated from the tool with contributors whose content was used to train the AI generator. There will be a set formula based on a number of different factors, and accordingly, each contributor will receive different payments in connection with the tool."

The tool can be enabled on Getty's website or integrated into apps and websites through an API. In the near future, customers will have the option to customize it using proprietary data to create images that align with a specific brand style or design language. Getty Images mentioned that pricing for this service will be separate from a standard Getty Images subscription and will be based on the volume of prompts used.

Grant Farhall, Chief Product Officer at Getty Images, commented, "We've created a service that allows brands and marketers to safely embrace AI and stretch their creative possibilities, while compensating creators for the inclusion of their visuals in the underlying training sets."

Lawful Implications

A man looking frustrated at his laptop

Before launching its own AI tool, Getty Images criticized generative AI products like Stable Diffusion, which used Getty's image library for training. Getty later filed a lawsuit against Stability AI, alleging that they used Getty's images without permission or compensation.

Getty Images' CEO, Peters, compared the legal situation in generative AI to early digital music, where services like Napster faced legal challenges before agreements with music labels. Peters stressed the importance of respecting intellectual property rights in AI.

Some generative AI companies, including Stability AI, argue that their practices fall under the fair use doctrine in the United States.

Getty Images isn't alone in seeking ethical approaches to generative AI. For example, Bria, an AI startup, offers a generative AI art tool trained on content from various partners, with partners receiving a share of revenue. Ascendant Art, an avatar creator, promises to pay royalties to artists who contribute their work.

Even established companies like Shutterstock compensate creators whose work trains AI art models. Adobe is developing a compensation model for contributors to Adobe Stock, allowing them to earn from AI-generated content.

Enhancing the Safety of Generative AI Tools for Commercial Applications

As prominent tech platforms and services incorporate generative AI capabilities, it empowers marketers and SEO professionals to create high-quality, engaging content with greater speed and ease.

However, it's crucial for users to be mindful of acceptable usage terms and the legal safeguards in place when employing AI-generated images for commercial endeavors.


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