On the 14th, the Omnicom Group announced a strategic collaboration with Getty Images, incorporating the platform’s Generative AI tool in advance. The partnership combines the best of Getty Images’ creative content with the latest technology for a commercially safe generative AI tool.
Launching in September 2023, Getty Images’ Generative AI tool uses the Edify model architecture, part of NVIDIA Picasso, for visual design. Developed based on the platform’s vast collection, the tool provides an innovative approach to creating visual content. It is integrated into Omnicom’s Omni operating system, providing an open platform for the efficient application of this technology across multiple marketing campaigns and strategies.
As part of its Alpha testing program, Omnicom intends to explore the capabilities of Getty Images’ Generative AI and integrate it into customer ecosystems, enabling efficient and personalized production of brand-aligned images. The tool uses the latest generation architecture for generative AI models, guaranteeing broad protection and usage rights, with the possibility of download and licensing of any generated visuals.
We are honored to be part of Getty Images’ new generative AI tool, which will significantly help our employees seamlessly move from idea to execution. Getty Images shares our commitment to the responsible use of AI, and that makes your new tool even more appealing to us, especially because it’s built with high-quality, authentic content. Offering our employees and customers a commercially secure option is a real game-changer, and we look forward to leveraging the tool’s capabilities with them,” says Paolo Yuvienco, EVP and Chief Technology Officer at Omnicom Group.
Both companies reinforce their commitment to the responsible use of AI. Omnicom is a member of the Coalition for Content Provenance and Authenticity (C2PA), seeking to standardize a content verification framework. Additionally, Omnicom has joined Adobe’s Content Authenticity Initiative (CAI). Getty Images, for its part, signed an open letter committing to regulatory and industry principles, including transparency in training suites and eliminating bias in AI-generated content.
We’re giving brands the freedom to explore Generative AI for creativity, along with the security and confidence to use content in commercial environments with the same protections as our world-class pre-photo libraries. We are honored to have worked closely with Omnicom in our initial testing to refine the tool to meet the needs of marketers and advertisers, says Grant Farhall, Chief Product Officer at Getty Images.
The partnership between the Omnicom Group and Getty Images represents a significant step in the integration of advanced AI technologies into the advertising landscape, aiming for the efficient, safe and personalized production of visual content. With the tool, users can be assured that the content they generate is safe for use in commercial environments and does not include trademarks, products, characters or identifiable people.
* Cover photo: Disclosure/Getty Images
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