Getty Images, a preeminent global visual content creator and marketplace, has launched Generative AI by Getty Images.

This new tool pairs the company's creative content with the latest AI technology for a commercially safe generative AI experience.

Generative AI by Getty Images is trained on the Edify model architecture, part of NVIDIA Picasso, a foundry for generative AI models for visual design. The tool is trained solely from Getty Images' vast creative library, including exclusive premium content, with full indemnification for commercial use. 

Sitting alongside the company's broader services, Generative AI by Getty Images works seamlessly with its expansive library of authentic and compelling visuals and Custom Content solutions, allowing customers to elevate their entire end-to-end creative process to find the right visual content for any need.

Craig Peters, CEO at Getty Images, says: "We are 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."

"We have worked hard to develop a responsible tool that gives customers confidence in visuals produced by generative AI for commercial purposes," says Peters. 

Customers creating and downloading visuals through the tool will receive Getty Images' standard royalty-free licence, which includes representations and warranties, uncapped indemnification, and the right to perpetual, worldwide, nonexclusive use in all media. 

Content generated through the tool will not be added to existing Getty Images and iStock content libraries for others to license. Further, contributors will be compensated for any inclusion of their content in the training set.

Grant Farhall, Chief Product Officer at Getty Images, says: "We have listened to customers about the swift growth of generative AI, and have heard both excitement and hesitation and tried to be intentional about how we developed our own tool."

"We have created a service that allows brands and marketers to safely embrace AI and stretch their creative possibilities while compensating creators for the inclusion of their visuals in the underlying training sets," says Farhall. 

Generative AI by Getty Images can now be enabled on GettyImages.com. Customers can also choose to integrate the service into their existing workflows and applications through an available API.

Moreover, customers will soon be able to customise Generative AI by Getty Images with proprietary data to produce images with their unique brand style and language. This and other service advancements will be added later this year.

Getty Images works with over 541,000 contributors and more than 310 content partners to deliver powerful and comprehensive content. Each year, Getty Images covers more than 160,000 news, sports and entertainment events, providing depth and breadth of coverage. 

Getty Images maintains one of the world's most extensive privately owned photographic archives, with millions of images dating back to the beginning of photography.