iStock offers Generative AI by iStock, a text-to-image tool that lets customers type a description and receive commercially licensed AI-generated images, launched in January 2024. The tool is trained exclusively on Getty Images' licensed creative library and is powered by a custom machine learning model developed with Bria.

Launched at CES on January 8, 2024, Generative AI by iStock was initially built on NVIDIA Picasso (later rebranded NVIDIA Edify), then transitioned to a custom model built in partnership with Bria, trained exclusively on licensed creative content including iStock's proprietary image library. Customers enter text prompts and the model generates four unique images per prompt at up to 4K resolution. Each generated image comes with iStock's standard legal indemnification (up to $10,000 USD per image). The service is available via the iStock website and through APIs for third-party integration. As of October 2024, the legacy 100-generation bundle was replaced by an 'Unlimited AI' monthly subscription plan. iStock also compensates contributors whose content was used to train the AI model.