Getty Image Partners With Nvidia To Launch Its Own Generative AI Product

Getty Images is launching what it calls the 'Generative AI by Getty Images,' a tool which allows users to create images using generative AI.

But unlike most other generative AIs out there, Getty Image's generative AI has only been trained on its own licensed images. So instead of consuming the internet, Getty Image's generative AI only learned how to create new images by learning from Getty Image's library that include premium content.

Getty Image said that users will get perpetual, worldwide, and unlimited rights to the image they created.

What this means, anyone who uses the tool and publish the image for commercial purposes, shall be legally protected, promised Getty Images.

"Whether you are looking for AI‑generated content for creative inspiration, or imagery to use commercially, our Generative AI services provide full protection and indemnification to use in a rapidly changing legal and regulatory environment," said the company in a dedicated About Us page.

To show its dedication, the company also said that any photos created with the tool will not be included in the Getty Images and iStock content libraries.

Customers can access Generative AI by Getty Images through the Getty Images website. The company said the tool will be priced separately from a standard Getty Images subscription, and pricing is based on prompt volume.

While the tool can generate just about anything out of thin air, the tool does limit what types of images users can generate.

For example, it It wouldn’t let users create a photo of known figures because any prompt with the name of an actual person is prohibited.

The company said that Generative AI by Getty Images "doesn’t know who Andy Warhol, Joe Biden, or any other real-world person is" because it doesn’t want to manipulate or recreate real-life events.

For customers, the tool should come in handy, especially because they can also integrate the tool into their own workflows through an API.

It's worth noting though, that images created by this Generative AI by Getty Images has watermarks to indicate that the images are generated with AI.

By building its own generative AI image platform, Getty Images essentially jumped in the bandwagon, which was spearheaded by OpenAI with its DALL·E image art platform. And by launching its own, the company can also undercut other companies that want to use its image libraries to train their own models.

It’s no surprise Getty Images is getting into the AI game, because generative AI is certainly the hype, and everyone in tech is literally

And as a company that hosts one of the largest libraries of images out there, Getty Images is already having an advantage right from the start.

In a web page, Getty Images said that it partners with Nvidia to use make this tool a reality.

"Generative AI by Getty Images is powered by Nvidia Picasso [...] " said Getty Images.

The thing about this kind of generative AI is that, it uses copyrighted material to train large language models and because of this, their presence has become a big concern for many in the creative community.

As for Getty Images, the platform is just a place where creators host their images. In other words, it doesn't own the images.

Then, there is technical copyright status of AI-generated images is still fuzzy.

Getty said it is similar to when customers license content from its library, where the company owns the file but licenses it out for use. They can either write their own prompt or use the prompt builder to guide them.

It's worth noting though, that Getty is not the only firm setting up AI image platforms with its licensed data.

The most notable is Adobe, which released its Firefly model, trained on its stable of licensed images, across its Creative Suite and Creative Cloud service, and Shutterstock, which partnered with OpenAI to create its own generative AI tool.