Getty Images Unveils Advanced AI Photo Editing Tools for Custom Product Imagery

Getty's New Generative AI Photo Tool Lets You Remove the Background

Getty Images has introduced new AI photo editing capabilities allowing customers to create their own product photos using generative AI tools. Getty has two generative AI platforms: Generative AI by Getty Images and Generative AI by iStock. Both will receive the newly launched Product Placement and Reference Image tools allowing users to "generate professional‑grade product imagery and creative visuals with unparalleled control and precision, saving time and costs in their marketing and advertising." The Product Placement tool lets customers upload their own product photos and essentially remix them in any way, shape, or form. Users can generate custom backgrounds that will "seamlessly blend lighting and shadows ensuring ultra‑realistic results that stay true to the original product," says Getty via a press release. "This feature offers flexibility to create backgrounds that match brand aesthetics and campaign needs, enhancing content creation workflows." Getty's second feature, the Reference Image Tool, lets users upload an image to use as a reference. The photo giant says that the tool has been developed in response to customers' demand for increased customization. The uploaded reference images can control color palettes and compositions. Generated visuals will align with specific brand guidelines or mood boards for a cohesive look. "Our customers are seeking efficiency in their creative process without sacrificing quality or taking on risk. With these new features, we're empowering businesses to create high‑quality, custom visuals at scale," says Grant Farhall, Chief Product Officer of Getty Images. "By allowing users to seamlessly integrate their own product and reference images, we're giving them unprecedented control over the look and feel of their content, enabling them to produce commercially safe, professional, brand‑aligned visuals faster and more efficiently than ever before." The features are fairly similar to ones that have been rolled out by Amazon, Ebay, and Shopify. These generative AI tools can do the jobs that were once the preserve of professional photo editors. That's not to say that just anyone will be able to use tools like this; some people are simply no good at these types of tasks. But what generative AI tools do in general is lower the creative barrier which could useful for a marketing or PR department.

Exclusive: Getty Images Enables More Custom AI Creations

Getty Images will now let users upload product and reference images to generate custom, AI-powered artwork, the visual content platform shares exclusively with PCMag. The new upload capabilities are available on Generative AI by Getty Images and Generative AI by iStock. Product images can be used in the final output if only an AI-generated background is desired, for example. And reference images can help narrow the scope of the output to keep it within a specific color palette or use specific patterns or textures. Generative AI by Getty Images was launched last year and uses a custom-tuned AI model from Nvidia's Edify platform. Getty's tool is only trained on existing Getty Images with creator permission. Its outputs are viable for commercial use, unlike some other image-generating models that did not license their datasets (and are now facing lawsuits). Generative AI by iStock launched back in January and uses the same Nvidia platform. "That data set does not include public domain content, scraped data, or AI generated visuals. It means that the resulting outputs will not generate an image that includes trademark brands, products or characters, or identifiable people or locations," Getty Images Head of Product Grant Farhall tells PCMag. "A commercially safe tool that is not based a foundational model trained from clean and transparent licensed data is only commercially safe in name alone. The training set is the basis for everything, including to what degree the model infringes on the rights of IP holders and creators. Ours respects those rights." Getty Images also makes a point of compensating data set contributors by paying them a portion of AI revenue on an annual basis, similar to royalties earned from its primary image-licensing business. Last month, Getty used its AI tech to launch "Venomize My Pet" with Sony Pictures, where fans of the Marvel franchise could upload a photo of their cat or dog to envision them as a demonic Venom minion.