Getty Image CEO Craig Peters criticized companies that "competed" to commercialize artificial intelligence art generators, saying that the companies did not take into account the potential legal and moral dangers of the technology. In an interview with , Peters reiterated Getty Images’ rules against selling AI content (issued in September this year), and announced a new partnership between the company and Israeli company Bria to provide AI-powered image editing tools.
Getty Images’ stance on AI-generated content marks a significant difference from rival Shutterstock, which today announced that it will integrate the AI art generator DALL-E directly into its website’s products.
"I don't think these questions have been answered."
"We took a step around the image generated by AI to protect our customers," Peters told , "There are many questions now--about who owns the copyright of the material, about the rights to leverage the material--we don't want to put our customers in this area of legal risk [...] Some people claim that the copyright belongs to X, Y, Z, and belongs to certain platforms, but I don't think these questions have been Answered. "
Peters added: "I think what we're seeing is the reckless behavior of some organizations, individuals and companies...I don't think these problems are being solved is the problem here. In some cases, these problems are thrown aside. I think it's dangerous. I don't think it's responsible. I think it's possible that it's illegal."
Many AI art generators are trained on data collected from the web, including copyrighted images in the Getty Images library. While some experts say the creation of these systems may be protected by the U.S. principle of fair use, others believe that legal challenges may arise in the future as the law catches up with this new technology.
Peters said that despite this, Getty Images did not ignore the creative potential of AI and emphasized that the company's partnership with Bria will enable it to provide customers with "ethical" AI tools. In the short term, these tools will focus on image editing rather than generation. Bria's official website promotes that the company's technology can be used to automate simple tasks such as removing objects or making more invasive edits, such as changing the race, gender and appearance of models in stock photos.
"Changes people's emotions and reshapes new hosts by adjusting facial expressions, creating visuals that resonate with each audience," said the copywriter on Bria's website. "Customize your visuals for different target populations now and do A/B tests to see which way best achieves your business goals."
Bria's artificial intelligence tools can be used to edit images, including changing the race and facial expressions of models in the images.
When asked whether the content generated by AI poses a threat to Getty Images' business, Peters firmly said that it would not. He cites the rise of ubiquitous cameras in smartphones, proving that expertise, rather than quantity, is the decisive factor in selling content.
Peters said: "[Smartphones] do not threaten our business because the core of our business is to provide images that can truly change a person's level of interest - to attract our attention. The images we create have a certain level of professionalism that goes beyond the level of 'Give me a photo'."
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