Omnicom has signed a groundbreaking generative AI licensing agreement with Getty Images, giving it access to one of the largest global providers of stock photos, videos, and other creative assets. This first-mover partnership will give Omnicom early access to Getty Images’ generative AI. The new tool creates a commercially safe and legally indemnified generative AI tool by combining the best creative content produced by Getty Images with the newest AI technology.
Omnicom Alpha Testing Program
Omnicom integrated the tool into Omni, its open operating system, as part of its Alpha testing program. Agency teams will be able to securely produce on-brand content that aids marketers in orchestrating better results by integrating the tool with Omni’s data. Additionally, they will be able to integrate the tool into client ecosystems and modify it using proprietary client data to create commercially successful images that reflect the client’s distinct visual identity.
Generative AI by Getty Images
Launched in September 2023, Getty Images’ generative AI is built on the cutting-edge Edify model architecture foundry, which is a component of NVIDIA Picasso, a generative AI model-building platform for visual design. The tool has unlimited indemnity for commercial use and is exclusively trained on content from Getty Images. Users can download and license any visual they create, giving Omnicom teams greater protection and usage rights and accelerating the time from idea to completion.
Ethical AI practices
Both businesses have adopted a resolute position on ethical AI procedures. Omnicom is a member of the Coalition for Content Provenance and Authenticity (C2PA). It works to safeguard the legitimacy of AI assets for creators, brands, and customers. This is by developing and standardizing a future framework for content verification. Furthermore, Omnicom was the first holding company for advertising to sign up for Adobe’s Content Authenticity Initiative (CAI). The initiative aims to improve transparency and confidence in digital content. The C2PA standard is being promoted by means of this initiative.
Maintaining editorial integrity in Generative AI
Additionally, Getty Images has taken significant action to safeguard editorial integrity and public confidence in the media in the face of the proliferation of AI tools and platforms. It has done so by co-signing an open letter with a number of media companies and organizations that outlines suggested guidelines for industry and regulatory action. These guidelines include efforts to remove bias from generated content, transparency of training sets, and clear identification of AI-generated content. With the newest tool from Getty Images, users can be sure that it’s safe for use in commercial settings. Furthermore, they can ensure that the material they create won’t contain any identifiable persons or trademarked goods or brands.
Here’s what they said
Omnicom’s EVP, Chief Technology Officer, Paolo Yuvienco said,
We are honored to be a part of Getty Image’s new Generative AI tool, one that will significantly help our people move from ideation to execution in a seamless manner. Getty Images shares our commitment to the responsible use of AI, and that makes their new tool all the more enticing to us, especially given it is built with high quality authentic content. Providing our people and our clients a commercially safe option is a true game changer, and we’re eager to harness the tool’s capabilities alongside them.
Grant Farhall, Chief Product Officer at Getty Images added,
We are giving brands the freedom to explore Generative AI for internal ideation, alongside the confidence and trust to use content in commercial settings with the same protections as our world-class pre-shot libraries. We’re honored to have worked with Omnicom in our initial testing to refine in ways that meet the ongoing needs of marketers and advertisers.