Getty Images has launched a new tool, Generative AI by iStock, aimed at aiding users and businesses in creating compelling content.

The tool, powered by NVIDIA Picasso, a foundry for custom generative AI models for visual design, utilises content and proprietary data from Getty Images’ creative libraries.

Generative AI by iStock is designed to safeguard against the generation of known products, people, places, or other copyrighted elements. This feature ensures that users can create unique content without infringing on existing copyrights. Furthermore, any licensed visual that a customer generates comes with iStock’s standard $10K USD legal coverage, providing an additional layer of protection.

The tool works in tandem with iStock’s library of authentic and commercial-ready imagery, including photos, illustrations, and videos. This integration allows users to create high-quality visuals with ease and efficiency.

Generative AI by iStock is now available for all iStock customers in over 75 languages, making it accessible to a broad range of users across the globe. For those seeking advanced features, the tool also offers APIs for easy integration into creative applications and plugins.

Grant Farhall, iStock’s Chief Product Officer, emphasised the transformative potential of AI in the creative process.

"Using AI, creatives gain the ability to produce anything they can imagine. Our own VisualGPS research shows that 42% of SMBs and SMEs are already using AI-generated content to support their marketing efforts," Farhall said.

"Our main goal with Generative AI by iStock is to provide customers with an easy and affordable option to use AI in their creative process, without fear that something that is legally protected has snuck into the dataset and could end up in their work. Our AI Generator is easy to use, produces relevant and high-quality visuals, and is backed by our legal protection so customers can now safely use this new service, in combination with our amazing pre-shot library, to elevate their work."