Getty Images expands AI-powered custom content creation

Key platform updates: Getty Images has added new functionality to both its Generative AI by Getty Images and Generative AI by iStock platforms that enables users to upload custom reference and product images.

• Users can now incorporate their product images when generating AI artwork, particularly useful for creating custom backgrounds
• The platforms support reference image uploads to help maintain specific color palettes, patterns, and textures in the generated output
• These features are available across both Getty’s main platform and its iStock subsidiary

Technical foundation: The AI system is built on a carefully curated and ethically sourced dataset, utilizing Nvidia’s Edify platform as its core technology.

• The AI model is exclusively trained on Getty Images content where creators have explicitly granted permission
• Unlike competitors facing legal challenges, Getty’s approach ensures all training data is properly licensed
• The system deliberately excludes public domain content, scraped data, and pre-existing AI-generated visuals

Creator compensation model: Getty Images has implemented a fair compensation structure that ensures content creators benefit from AI usage of their work.

• Contributors whose work is used in the AI training dataset receive annual payments based on AI revenue
• The payment structure mirrors Getty’s traditional image licensing royalty system
• This approach aims to establish a sustainable ecosystem that respects intellectual property rights

Real-world applications: The platform’s capabilities have already been demonstrated through creative commercial partnerships.

• A recent collaboration with Sony Pictures created “Venomize My Pet,” allowing users to transform pet photos into Venom-inspired creations
• The system maintains strict controls to prevent generation of trademarked brands, products, characters, or identifiable people and locations

Future implications: Getty Images’ approach to AI image generation could establish a new industry standard for ethical AI development in creative tools, potentially influencing how other companies approach AI training data and creator compensation.