Published on January 8, 2024, 8:21 pm

Getty has recently introduced its own AI-powered image generator called Generative AI by iStock. This innovative tool enables users to create commercially safe images that can be licensed for use in various marketing materials, social media posts, online ads, and more. By leveraging the power of artificial intelligence, this generator eliminates the concern of copyright infringement that often arises when using AI-generated images.

One of the main challenges with utilizing AI-generated images is the risk of unintentionally infringing on copyrighted artwork. This occurs because AI models like OpenAI’s DALL-E 3 are trained on a vast array of images available online, regardless of their copyright status. Consequently, these models may produce images that bear similarities to copyrighted work created by others and are influenced by existing artistic pieces.

To tackle this issue, companies like Adobe and now Getty have opted to develop their own AI image generators trained exclusively on licensed image libraries. By doing so, users benefit from the same level of protection they would receive when using images from reputable platforms such as Adobe or Getty themselves.

Grant Farhall, iStock’s Chief Product Officer, highlighted the potential of AI in the creative industry: “Using AI, creatives can produce anything they can imagine. Our own VisualGPS research shows that 42% of SMBs and SMEs are already using AI-generated content to support their marketing efforts.” He further emphasized that iStock’s Generative AI is user-friendly and produces high-quality visuals while being backed by legal protection.

iStock’s Generative AI relies on Picasso from NVIDIA as its underlying technology. Picasso serves as an environment equipped with various visual foundational models for generating custom images and videos. The model utilized for Generative AI by iStock has been specifically trained on proprietary data sourced from Getty Images’ expansive libraries.

For those interested in using Generative AI by iStock, the pricing structure is straightforward. Users pay $15 for every 100 generations produced by the AI. Each generation offers four AI-generated images to choose from, and users have the flexibility to download one or all four images.

Farhall explained the primary objective behind Generative AI by iStock: “Our main goal with Generative AI by iStock is to provide customers with an easy and affordable option to use AI in their creative process, without fear that something that is legally protected has snuck into the dataset and could end up in their work.” Moreover, it’s worth noting that the images generated using this tool are not added back to the iStock creative library for others to download. Additionally, they are backed by iStock’s legal indemnification of up to $10,000.

With Generative AI by iStock, creatives now have a reliable and secure solution for generating high-quality images without infringing on copyrighted materials. This exciting development opens up new possibilities for marketers, designers, and content creators who can leverage the power of AI to enhance their work while remaining legally compliant.


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