Getty Images has launched what it describes as an “industry-first” model release form designed to support data privacy in AI and machine learning.

The form aims to address recent lawsuits around the use of biometric information without explicit consent of people featured in visual imagery.

The company said it hopes it will be widely adopted and signed by models who feature in new commercial images and video on its website.

Getty Images said that the new form, which was developed with help from the Digital Media Licensing Association (DMLA) will “provide clarity and guidance as to how data, including visual content, can be tracked and handled appropriately to protect the personal and biometric data captured by its content creators”.

“As AI and ML technologies evolve the visual content landscape, Getty Images remains committed to protecting the intellectual property rights of the content creator community as well as respecting the privacy and property rights of third parties,” said Paul Reinitz, director of advocacy and legal operations counsel at Getty Images. “Although the potential applications of AI and ML are limitless, it is important to recognize that new tools and applications require us to rethink the interaction between technology and creative processes.”

Reinitz added: “Regulations and legislation around the world have changed the way that we manage our data, and our processes as an industry need to catch up. We must recognise that the increased use of biometric data contained in imagery to train AI/ML applications requires the need to ensure that we have obtained the model’s permission to use their image and data in this manner, and Getty Images is at the forefront of addressing these very real concerns.”

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