Global visual content creator and marketplace, Getty Images is introducing Generative AI by Getty Images, a new tool that pairs best-in-class creative content with the latest AI technology for a commercially safe generative AI tool.

Generative AI by Getty Images is trained on the state-of-the-art Edify model architecture, which is 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.

Generative AI by Getty Images works with the company’s expansive library of authentic visuals and Custom Content solutions, allowing customers to elevate their end-to-end creative process.

Getty Images CEO, Craig Peters 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.”

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, non-exclusive 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. Contributors will also be compensated for any inclusion of their content in the training set.

Getty Images chief product officer, Grant Farhall 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.”