Getty Images recently integrated the then-current technology into one of its flagship products, launching Generative AI by iStock.
The company hopes to attract the reported 42% of SMBs and SMEs that already use AI-generated content with new tools powered by NVIDIA Picasso, a custom machine learning model.
To confirm Getty's ambitions to get into AI games. marketing magazine We spoke to Grant Fahor, chief product officer at Getty Images.
marketing magazine: How can marketers benefit from using iStock's Generative AI?
Grant Farhall: Customized for small businesses and individual creators, iStock's Generative AI is an affordable, commercially secure, legally protected, and easy-to-use option to explore the power of generative AI. We provide.
One of the biggest benefits is that iStock's generation AI tools not only guarantee that your images look great, but they are also trained only on the creative library and nothing outside of the library, so there is no need to violate intellectual property rights. The inability to generate visuals that contain elements that You will see that the copyright has been violated and it is safe to use for commercial purposes. Additionally, licensed generated images include a standard legal indemnity of $10,000, so you are legally covered. Additionally, visuals you generate using iStock's Generative AI will not be added to iStock's creative library for licensing by others.
These unique, high-quality images are perfect for ideating and visualizing highly creative concepts that are difficult to capture with traditional techniques. Additionally, the generated images can be used to identify and find visuals from your library through reverse image search, ensuring the highest level of authenticity, realism, and resolution when needed.
The service costs $22.99 for 100 prompts, and each prompt generates four unique visuals. All images generated can be downloaded at no additional cost and under the same royalty-free license and legal coverage as licensed from iStock's vast pre-shot library. iStock's Generative AI is an easy and affordable way for users to start experimenting with using AI-generated content in their creative processes in a safe way. This allows marketers to allocate budgets more efficiently and explore a wider range of creative possibilities, increasing the impact and effectiveness of visual content across different marketing channels, including print marketing, social posting, and online promotion. can be increased.
Hmm: How does the creative potential of a generative AI tool trained solely on one company's creative library compare to the potential of a market-leading AI program?
GF: We're not thinking about competing tools, but what we've heard from our customers over the past year and what they want: things they can use to ideate and create. , we are thinking about commercially safe and viable products. work. Our goal has always been to be at the forefront of creativity, and we believe this tool will allow us to continue to stay there. That's because it's built with safe-to-use content and built in partnership with NVIDIA, one of the leaders in AI innovation.
All other AI generator services and tools do not automatically include legal protection. For example, one of his competitors requires a review of each individual output by a rights and authorizations team in order to offer assets with full or partial compensation to some customer groups. Additionally, other services provide coverage only to business customers or upon request.
A feature of our service is that licensed downloads include legal protection. Our model is also transparent with respect to training, is not subject to training data risks, and regularly compensates artists for their training.
Hmm: What are the potential risks of using other generative AI tools?
GF: Marketers and creators may end up using content that infringes intellectual property rights in their marketing campaigns.
We understand that companies are interested in using AI images in their projects, but there are concerns regarding their use and legality, particularly around copyright issues. Simply put, iStock's Generative AI was trained only on creative images, so the AI model didn't know who Taylor Swift or SpongeBob SquarePants were or what the Nike Swoosh stood for. Therefore, you cannot create visuals that include: Types of elements that may pose legal risks if used for commercial purposes. Additionally, to protect artists' rights and intellectual property, the AI Service does not allow users to generate visuals in the style of a specified artist.
We worked with NVIDIA to train custom models using only creative visuals and proprietary data to create commercially safe models and outputs.
Hmm: How is the stock photography industry being affected by the rise of generative AI?
GF: For many marketers and creators, generative AI has created the possibility of creating content that would otherwise be too costly or logistically impossible to produce. One example I recently gave is using generative AI to create a brand new image of penguins marching down Broadway in New York City to depict climate change. A coordinated photoshoot involving hundreds of penguins would be logically impossible to perform in real life, but here generative AI can provide creative solutions to creators.
At the same time, we need to manage the challenges and risks of the creative ecosystem. We believe generative AI should enhance, not replace, the work of photographers, artists, and creators. Therefore, it must be used in a manner that is commercially safe and that provides compensation to contributors.
Hmm: How can high-quality visuals add more value to your marketing materials than simple free images?
GF: In the current climate of AI, image manipulation, deepfakes, information overload, and technology saturation, authentic visual storytelling will still establish trust between businesses and consumers in 2024. We recognize that it remains a vitally important means of achieving
Based on our proprietary VisualGPS research, there is an overwhelming 98% agreement among consumers about the importance of “authentic” images and videos in the trust-building process. As we look to 2024, we remain steadfast in our belief in the potential of creativity and authenticity, qualities best conveyed through the expertise of our esteemed creators and partners. We see AI as an augmentation tool, rather than a replacement for human relationships, which are most effectively communicated through human creation.
In line with these principles, our 2024 goals highlight our commitment to continue listening to our customers' needs. We have a pre-shot library of images and videos, iStock's Generative AI, Enhanced search functionality and more.
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