Title: Essential Techniques for Employing AI in Image Creation
In the realm of marketing, AI is a game-changer in creating visual content. Getty Images, a leading visual content creator, offers insights into how AI is transforming the development and use of images, and the best practices for CMOs.
As the Chief Product Officer at Getty Images, Grant Farhall explains that their brand, encompassing Getty Images, iStock, and Unsplash, is all about visual storytelling. For nearly 30 years, they've covered global events, captured important conversations around the world, and provided fast, accurate reporting of events. Their vast archive, containing hundreds of millions of unique visual assets, is one of the largest and best privately owned in the world.
According to Farhall, while AI is changing image development, the core of the creative process remains the same. Talented individuals, armed with the right tools, continue to be responsible for translating ideas into reality. AI serves as another brush and canvas, helping channel creativity.
AI offers numerous benefits when developing images. It allows users to create images that are challenging or impossible to capture with traditional means. However, the bar for AI-generated images should be set high. They must not only help in reaching and connecting with audiences but should also be trained on quality, permissioned, and clean data, avoiding any potential IP infringement.
Getty Images prioritizes compensating creators for their contributions to the dataset used in training their generative AI model. They believe that the authenticity, diversity, creativity, and quality of human-created work are irreplaceable in sustaining the creative economy.
Challenges posed by AI include the difficulty in distinguishing real from fake content and concerns about commercial safety. Marketing teams should hold third-party AI companies to high standards, seeking transparency on training data and methods, usage rights, and legal indemnification.
The best practices for CMOs when using AI to develop images revolve around being selective about the AI tools used, ensuring they are commercially safe, and transparent about their usage. CMOs should also determine if AI is the right tool for their project based on their unique needs and audience, use pre-shot or custom-photographed content for disclosing model details, and consider transparency with AI outputs.
Farhall emphasizes the importance of being extremely discerning when choosing AI tools, working with transparent vendors, and balancing creativity with protection. In a digital age, CMOs have a significant opportunity to create at a higher level, pushing boundaries without jeopardizing their brand.
Grant Farhall, the Chief Product Officer at Getty Images, discusses how AI in images is utilized within their brand. He explains that while AI aids in image development, it doesn't replace the creative process, acting merely as an additional tool for creative professionals. Getty Images, in particular, ensures that their generative AI model compensates creators for their contributions to the dataset, emphasizing the importance of human-created work in the creative economy.
