Getty AI

Getty Images Debuts Generative AI Text-to-Image Tool Safe From Lawsuits

Stock media service Getty Images has unveiled a text-to-image engine that employs generative AI models only on approved sections of the company’s library of stock photos and illustrations. The new Generative AI by Getty Images tool allows users to turn text prompts into visuals that they can license for business and personal use without potentially infringing on copyrighted material and drawing a lawsuit.

Generative AI by Getty Images

Generative AI by Getty Images is now available to existing Getty Images customers through its website or through an API integration for third-party apps and services. Getty said future updates will enable customers to further customize the tool by supplying their own brand styles and language data. Generative AI also unlocks new revenue streams by essentially allowing its collection to be endlessly remixed into lucrative new derivative works. That recursiveness could significantly expand the value of Getty’s core assets.

The image generator employs Nvidia’s Picasso model trained on Getty’s exclusive content database, including approved premium licensed images. The new tool attempts to solve the issue that led Getty Images to ban the upload of AI-generated images to its library last year. The company said the tool provides full usage rights and indemnification for commercial applications of AI-generated content. Customers can license and employ the visuals just as any other royalty-free Getty image, but the images are not added to Getty’s broader image libraries. Getty also said it will compensate any creator whose work ends up used for training the generative AI tool.

“We’re excited to launch a tool that harnesses the power of generative AI to address our customers’ commercial needs while respecting the intellectual property of creators,” Getty Images CEO Craig Peters said. “We’ve worked hard to develop a responsible tool that gives customers confidence in visuals produced by generative AI for commercial purposes.”

The unveiling comes as demand for AI-powered content creation proliferates across media, marketing, and other sectors. However, legal uncertainties around usage rights have bred hesitation. Getty aims to alleviate these concerns by grounding its Generative AI securely in its catalog of legally cleared images. The company said this innovative approach provides a commercially viable alternative as AI image synthesis advances. Rather than training systems on random web images, Getty leverages its hand-picked professional inventory. Its licensing framework and protections offer a level of reliability lacking in consumer AI art apps.

“We’ve listened to customers about the swift growth of generative AI – and have heard both excitement and hesitation – and tried to be intentional around how we developed our own tool,” Getty Images Chief Product Officer Grant Farhall said. “We’ve created a service that allows brands and marketers to safely embrace AI and stretch their creative possibilities, while compensating creators for inclusion of their visuals in the underlying training sets.”

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