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CES: Getty Images uses generative AI from iStock, based on NVIDIA Picasso

Getty Images, a global creator and marketplace for visual content, today unveiled at CES Generative AI by iStock, an affordable and commercially safe image generation service trained on the company’s creative library of licensed, property-ready data.

Based on NVIDIA Picasso, a foundry for custom AI models, Generative AI by iStock provides designers and businesses with a text-to-image generation tool to create license-ready visuals, including legal protection and usage rights for generated images. In addition to launching the service on the iStock website, Getty Images is also providing enhanced inpainting and outpainting capabilities through application programming interfaces that will soon be available on and Developers can seamlessly integrate the new APIs into creative applications to insert people and objects into images, replace specific elements and enhance images in a wide range of aspect ratios.

Creativity with Im-AI-gination

Generative AI from iStock is trained with NVIDIA Picasso on Getty Images’ extensive creative library – including exclusive photos, illustrations and videos – providing users with a commercially safe way to generate visuals. Users can enter simple text prompts to generate photo-quality images at up to 4K resolution.

New editing APIs give customers powerful control over their generated images, with the inpainting feature allowing users to mask an area of an image and then fill the area with a person or object described via a text command.
Outpainting allows users to expand images to adjust different aspect ratios, filling new areas based on the context of the original image.

This is a powerful tool for creating assets with unique aspect ratios for advertising or social media promotion. And coming soon, a Replace feature will offer similar capabilities to Inpainting, but with stricter adherence to the mask.

Transforming visual design

The NVIDIA Picasso Foundry enables developers and service providers to seamlessly train, refine, optimize and deploy generative AI models tailored to their visual design needs. Developers can use their own AI models or train new ones with the NVIDIA Edify model architecture to generate images, videos, 3D assets, 360-degree high dynamic range images and physically-based rendering materials from simple text prompts.

With NVIDIA Picasso, Getty Images has trained a custom Edify image generator based on its catalog of licensed images and videos to power iStock’s Generative AI service. Customers can start using iStock’s Generative AI online today. Advanced editing features are now available via APIs and will soon be available on the iStock website.

The information in the press release was provided by NVIDIA in advance under NDA with the condition that the embargo period be strictly adhered to.


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Editor-in-chief and name-giver of igor'sLAB as the content successor of Tom's Hardware Germany, whose license was returned in June 2019 in order to better meet the qualitative demands of web content and challenges of new media such as YouTube with its own channel.

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