Getty Images, a global visual content creator and marketplace, has launched what it terms a a commercially safe generative artificial intelligence (AI) tool.
This tool, Generative AI by Getty Images, combines Getty Images’ creative content with AI technology to provide a responsible and reliable solution for commercial use, the company said in a Monday (Sept. 25) press release.
Generative AI by Getty Images is trained using Getty Images’ extensive library, including its exclusive premium content, ensuring full indemnification for commercial use, according to the release. It integrates with the company’s library of visuals, as well as its Custom Content solutions, enabling customers to enhance their creative process and find visual content that is right for their work.
Craig Peters, CEO at Getty Images, highlighted in the press release the tool’s ability to address customers’ commercial needs while respecting the intellectual property of creators.
Customers using the Generative AI tool will receive Getty Images’ standard royalty-free license, which includes representations and warranties, uncapped indemnification and the right to perpetual, worldwide, nonexclusive use in all media, according to the press release.
In addition, content generated through this tool will not be added to existing Getty Images and iStock content libraries for others to license, the release said. Moreover, contributors will be compensated for the inclusion of their content in the training set.
Grant Farhall, chief product officer at Getty Images, said in the release that customer feedback played a crucial role in the development of the generative AI tool. Getty Images listened to customers’ concerns and comments regarding generative AI and aimed to create a tool that addresses their needs.
In the future, customers will have the option to customize Generative AI using proprietary data to produce images that align with their unique brand style and language, according to the press release. Getty Images plans to introduce this feature and other service advancements later this year.
As AI technology continues to evolve, existing intellectual property (IP) and copyright concepts may need to adapt in order to effectively handle cases related to generative AI, Christian Mammen, partner and chair of Womble Bond Dickinson’s U.S. Intellectual Property Litigation Group, told PYMNTS in an interview posted in July.
“I don’t know that we need a full-blown overhaul of the laws just to accommodate this new technology,” Mammen said at the time. “But there may be some places where it’s worth having a conversation about tinkering with the law or modifying the laws in certain ways.”