Getty Images offers a Custom Fine-Tuning service that allows enterprise customers to train a personalized version of its foundational AI image model using their own brand assets, producing images that match their specific visual style. The service became available in May 2024 and is accessed via the Getty Images website or API under a separate enterprise agreement.

Powered by NVIDIA Picasso, the service lets companies upload proprietary image datasets (objects, characters, brand styles, or artistic themes), which are used to customize the base generative AI model. The resulting custom model is private and only accessible to the subscribing organization. Agencies publicly cited in connection with the service include Dentsu Creative (fine-tuning for Sam's Club), Omnicom (streamlining advertising workflows), and WPP, which was described as exploring fine-tuning of Getty's model for The Coca-Cola Company. The custom fine-tuned model generates images based on the organization's visual assets while inheriting the commercially safe foundation of Getty's base model.