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Getty Images and Nvidia Debut Generative AI by iStock Text-to-Image Stock Photo Creator

Stock media giant Getty Images has unveiled a new text-to-image tool called Generative AI by iStock powered by Nvidia’s Picasso platform. The new feature is designed for individual and enterprise creators looking to produce visual content without the specter of copyright infringement.

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The new tool integrates with iStock’s library of authentic stock photos, illustrations, and videos. Getty Images worked with Nvidia to train the new feature exclusively on copyrighted content and data from Getty Images’ creative libraries. This allows Generative AI by iStock to avoid generating images containing known products, people, places, or other copyrighted material. Businesses can, therefore, use this AI-generated content without seeing it become the center of a lawsuit. The content also comes with iStock’s standard $10,000 legal coverage. Users can download and license any generated images for a low cost, with legal protection included at no extra fee. This provides an easy entry point to explore generative AI for marketing uses.

“Using AI, creatives gain the ability to 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. 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,” iStock chief product officer Grant Farhall explained. “Our AI Generator is easy to use, produces relevant and high-quality visuals, and is backed by our legal protection so customers can now safely use this new service, in combination with our amazing pre-shot library, to elevate their work.”

The generative AI features are also enabled through APIs for easy integration into creative apps and plugins. This allows modifying existing images through Getty’s new Picasso-powered AI capabilities. The new tool essentially expands and makes the Generative AI by Getty Images text-to-image engine deployed by Getty last September more available. That came out of the gate with limited training to avoid legal issues. Before that experiment, Getty outright banned the upload of AI-generated images to its library. The same motivation clearly fuels its plans with Runway. Meanwhile, synthetic video media startup Runway has also teamed with Getty Images to design a customizable generative AI foundation model for business video generation called the Runway-Getty Images Model (RGM). Like the image engines, RGM is limited to licensable content from Getty, combined with Runway’s generative AI video capabilities.

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