Getty Images is introducing two new features within its proprietary generative AI tools - Generative AI by Getty Images and Generative AI by iStock. The new features, Product Image and Reference Image, are designed to allow users to upload proprietary product images and easily generate custom backgrounds with seamless blending of lighting and shadows.

Users can control colour palettes and compositions, aligning generated visuals with specific brand guidelines or mood boards. The new features are a response to the increasing demand for customisation and aim to enhance content creation workflows.

Getty Images' generative AI tools are trained exclusively on its creative library using a unique model where original contributors are fairly compensated. The new features are available on both Generative AI by Getty Images and Generative AI by iStock. They aim to save time and costs in marketing and advertising by enabling businesses to streamline the creation of high-quality, customised product imagery.

The new features allow users to produce commercially-safe, professional, brand-aligned visuals faster and more efficiently than ever before.

Grant Farhall, Chief Product Officer of Getty Images, stated, “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.” He further added, "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."