Getty Images has launched an updated model of its proprietary generative AI tools, Generative AI by iStock and Generative AI by Getty Images. The new model, developed in partnership with NVIDIA, is set to double the performance of the previous models in terms of speed, quality, and accuracy.

The model was trained exclusively on Getty Images' creative library using a unique model where original contributors are fairly compensated. The updated model is expected to generate four images in approximately six seconds, effectively doubling the performance of the previous model.

The model is built on the NVIDIA Edify model architecture, part of NVIDIA Picasso, a foundry for building and deploying generative AI models for visual design. The update introduces several key features including industry-leading generation speed, advanced 4K generation detail, expanded support, and adherence for more detailed prompts, longer prompts, and advanced camera controls.

"We continue to push the boundaries of what’s possible with responsible AI-generated imagery,” said Chief Product Officer of Getty Images, Grant Farhall. “This updated model, and the new capabilities we are launching, will provide more opportunities for our customers to leverage AI, including alongside our amazing pre-shot content, to bring their visions to life more efficiently than before, and in a manner that is commercially safe with the legal protections Getty Images is known for.”

In addition to the enhanced AI model, Getty Images is also rolling out AI modification capabilities, enabling customers to modify both generated AI images and existing pre-shot creative images. The company recently released fine-tuning capabilities, allowing enterprise customers to build their own tailored model by bringing their brand assets into Getty Images’ generative AI model.

The model is trained solely from Getty Images’ vast creative library, including exclusive premium content, with indemnification included for commercial use. This development marks a significant step forward in the application of AI in the creative and commercial industries, offering a new level of efficiency and customisation for Getty Images' customers.