Getty Images, the stock photo and video company, has announced the launch of a new generative artificial intelligence (GenAI) offering which it claims will present users with entirely commercially safe content.

The legality of content generated by AI has been brought to the fore recently, with the US Authors Guild filing a class action lawsuit against OpenAI for allegedly infringing on the copyrights of fiction writers in the training of its large language model (LLM) ChatGPT.

Enter Getty, which on Monday announced the launch of Generative AI by Getty Images which has promised to avoid any potential legal ramifications.

The tool, Getty said, is trained on the "the state-of-the-art Edify model architecture, which is part of NVIDIA Picasso, a foundry for generative AI models for visual design.” In basic terms, Generative AI by Getty Images will allow users to generate images on a model which is entirely trained on Getty's library of stock images, giving users full copyright indemnification..

In a blog post, the company explains: “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 into existing Getty Images and iStock content libraries for others to licence. Further, contributors will be compensated for any inclusion of their content in the training set.”

Craig Peters, chief executive officer at Getty Images, said: “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. We’ve worked hard to develop a responsible tool that gives customers confidence in visuals produced by generative AI for commercial purposes.”

The tool can be enabled on Getty's website and customers can integrate the service into their existing workflows and applications through an available API.

Grant Farhall, chief product officer at Getty Images, added: “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. 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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