The Intersection of Copyright and Artificial Intelligence in Visual Media

In recent years, companies like Google and OpenAI have developed advanced artificial intelligence chatbots and image generators by utilizing vast amounts of content sourced from the internet. This practice has sparked a series of legal disputes concerning copyright infringement. In response, several copyright holders are now seeking to participate in the burgeoning A.I. industry.

Major stock photo providers such as Getty Images and Shutterstock are proactively creating their own A.I. image generators, leveraging their extensive databases of licensed images. This strategic move allows them to sidestep the legal uncertainties that have plagued the sector, ensuring they operate within the bounds of copyright law.

While the largest tech firms are engaged in an intense competition to develop cutting-edge A.I. technologies, visual media marketplaces, along with content creators and artists, are advocating for licensing agreements. Their goal is to ensure that they receive fair compensation for the work that contributes to training A.I. models, particularly in light of concerns that such technology could ultimately render their roles obsolete.

This initiative is part of a broader movement aimed at reshaping the development of A.I. models, prioritizing the use of licensed data over content that has been scraped without authorization. As many image generation tools are primarily utilized for entertainment—illustrated by viral images such as the pope donned in a stylish white puffer jacket—the tech industry believes that substantial businesses, including advertising agencies, would increasingly adopt these tools for marketing purposes if the legal complexities surrounding them were resolved.

Getty Images is keenly focused on this target market. Partnering with Picsart, a company renowned for its widely-used photo-editing application that boasts over 100 million users, primarily from the Gen Z demographic, they are working together to develop an A.I. image model that incorporates stock photos from Getty’s extensive repository. This collaboration aims to cater specifically to small and medium-sized enterprises seeking innovative marketing solutions.

In summary, the evolving landscape of A.I. technology in visual media is not only about innovation but also about establishing a fair framework for compensation and copyright, ensuring that the creators behind the content are acknowledged and rewarded.