The AI field was kind of boring, until it was disrupted. Things changed, and may never be what it once was.
Since OpenAI popularized generative AI through the launch of ChatGPT, one thing is certain: the power to create something out of nothing is in the hands of users.
And this can translate to a very bad news to some.
Among those that are affected, include Getty Images, which operates a marketplace that provides a vast collection of high-quality images, videos, and music that can be licensed for use in various commercial, editorial, and creative projects.
Because generative AI can create images out of pure imagination and that there is no limit into what it cannot do, stock photo agencies like Getty Images can feel the threat.
Unless they follow the trend.
Getty Images has already launched its own suits of generative AI tools.
And this time, it's improving them.
In a newsroom post, Getty Images said that:
Here, the company improves its existing Generative AI by Getty Images and Generative AI by iStock, using what it calls the 'Product Placement and Reference.'
What it does, is allowing users to "generate professional‑grade product imagery and creative visuals with unparalleled control and precision, saving time and costs in their marketing and advertising."
The AI-powered tool allows users to upload proprietary product images, to then generate custom backgrounds with seamless blending of lighting and shadows.
Getty Images said that the AI can help with creating "ultra‑realistic results that stay true to the original product."
What's more, the feature also "offers flexibility to create backgrounds that match brand aesthetics and campaign needs, enhancing content creation workflows."
Getty Images upped its ante due to the demand for increased customization, as explained by Grant Farhall, Chief Product Officer of Getty Images:
"By allowing users to seamlessly integrate their own product and reference images, we’re giving them unprecedented control over the look and feel of their content, enabling them to produce commercially‑safe, professional, brand‑aligned visuals faster and more efficiently than ever before."
Stock photography is the supply of photos that are often licensed for specific uses. While the stock of stock photos are plenty, AI is changing the way things work.
However, the shift from traditional stock photography to generative AI doesn't necessarily mean the end of stock photo agencies, but rather a redefinition of how visual content is created and consumed.
Generative AI introduces new challenges but also opens up fresh opportunities for creators, businesses, and platforms to explore.