Getty Images, the renowned stock photography collection, now offers a unique service that allows customers to generate custom images using artificial intelligence (AI). Unlike other AI image generators, Getty’s new service is commercially viable for businesses and is not trained on stolen imagery. This move comes after Getty Images filed a lawsuit against Stability AI, a leading provider of AI-generated images, for alleged copyright infringement on a massive scale.
A Dual Approach to AI
Seattle-based Getty Images has adopted a two-pronged strategy to address the challenges and opportunities posed by AI. Firstly, the company took legal action against Stability AI earlier this year, claiming that the organization unlawfully copied over 12 million photographs, along with captions and metadata, as part of their attempt to establish a competing business. Getty Images is seeking damages of up to $150,000 per infringed work, potentially totaling $1.8 trillion. The legal battle is ongoing in both the United States and the United Kingdom.
Getty Images’ New AI Image Maker
In addition to pursuing legal measures, Getty Images has also ventured into the AI image-making market themselves. Their new service leverages their vast library of human-made photos to train the AI and allow customers to create unique images specifically tailored for their business needs. Getty Images CEO, Craig Peters, emphasized that their service stands apart from other AI-generated imagery platforms in terms of commercial viability and respect for creator rights.
Differentiating Factors
Getty Images expresses concerns about existing AI image generators like OpenAI’s DALL-E, Midjourney, and Stability AI. These platforms utilize questionable methods and sources, which may compromise creator rights and contribute to the proliferation of deepfakes. By establishing an AI image generator that adheres to ethical standards and respects intellectual property rights, Getty Images aims to provide their customers with artwork they can trust.
The introduction of this new service not only empowers businesses to create novel and captivating images but also strengthens Getty Images’ position as a leader in the evolving world of AI-generated visual content.
Getty Images Introduces Generative AI Service
Getty Images has unveiled its latest offering, Generative AI by Getty Images, in collaboration with tech company Nvidia. The service utilizes the AI model Edify, developed by Nvidia’s generative AI division Picasso.
This cutting-edge service boasts “full indemnification for commercial use” and aims to address concerns surrounding intellectual property risks associated with generative AI tools. By doing so, Getty Images hopes to attract businesses that have been hesitant to utilize such technologies.
One unique aspect of Generative AI by Getty Images is that the contributors whose images are included in the training set will be compensated. Getty Images has incorporated royalty obligations to ensure that these contributors receive a share of the revenue over time, instead of a one-time fee or no payment at all.
The target audience for this AI service is primarily brands seeking marketing materials or other creative visuals. Competing with companies like Shutterstock and Adobe, Getty Images intends to provide a reliable solution for brands in need of high-quality and customizable imagery.
Importantly, Generative AI by Getty Images is not designed to cater to those seeking photojournalism or editorial content. In these domains, Getty Images competes directly with prominent news organizations such as The Associated Press.
Getty Images’ President, Peter, also emphasized that the generative engine powering this service cannot create politically manipulative “deepfake” images. The tool automatically blocks any requests featuring identifiable people or brands, ensuring that malicious content is prevented.
As an example, Peter demonstrated the limitations of the AI model by typing the prompt “President Joe Biden on surfboard.” The tool promptly rejected the request, showcasing its ability to discern inappropriate or misleading content.
Furthermore, AI-generated content will not be added to Getty Images’ content libraries. These libraries will continue to exclusively feature photographs capturing “real people doing real things in real places,” ensuring authenticity and reliability.
Generative AI by Getty Images marks a significant step forward in making AI-generated content more accessible, diverse, and secure for commercial use. With its innovative features and commitment to empowering contributors, Getty Images aims to solidify its position as a leading provider of high-quality visual assets.