AI Usage at a Glance
Timeline
Jun 8, 2022
Data AnalysisPractice documented: Getty Images uses VisualGPS, a data analysis platform that processes over 2.8 billion annual searches and download queries across Getty Images and iStock to surface visual content trends for marketers and creative professionals. The platform was launched in its current interactive form in June 2022.
Practice DocumentedView practice →Sep 25, 2023
Creative GenPractice documented: Getty Images offers Generative AI by Getty Images, a text-to-image tool that lets customers type a text description and receive commercially licensed AI-generated images. The tool, launched in September 2023, is trained exclusively on Getty Images' licensed photo and illustration library and includes legal indemnification for commercial use.
Practice DocumentedView practice →Dec 4, 2023
Creative GenPractice documented: Getty Images announced a partnership with AI video startup Runway in December 2023 to develop the Runway–Getty Images Model (RGM), a generative AI video model trained on Getty's licensed content library for use by enterprise customers. RGM is designed as a foundational model that companies can further fine-tune using their own proprietary datasets.
Practice DocumentedView practice →Jan 1, 2024
Creative GenNew evidence: Getty Images Model Card | Getty Images API
Evidence AddedView practice →Jan 1, 2024
ModerationPractice documented: Getty Images uses an AI filtering system within its generative AI tools to block text prompts and image outputs that could produce harmful, inappropriate, or legally problematic content. This system, developed in partnership with Bria, runs automatically on every generation request.
Practice DocumentedView practice →Jan 1, 2024
Creative GenPractice documented: 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.
Practice DocumentedView practice →Mar 1, 2024
Creative GenNew evidence: Nvidia partners with Shutterstock, Getty Images on AI-generated 3D content
Evidence AddedView practice →Mar 13, 2024
RecommendationPractice documented: Getty Images deployed Enhanced Search, an AI-powered search feature, across Getty Images and iStock in March 2024. It allows users to find images, videos, and illustrations using natural, conversational language rather than exact keyword matching.
Practice DocumentedView practice →Mar 20, 2024
Creative GenNew evidence: Getty Images Introduces Generative AI Custom Fine-Tuning for Enterprise Customers
Evidence AddedView practice →Apr 30, 2024
Data AnalysisNew evidence: Nearly 90% of Consumers Want Transparency on AI Images finds Getty Images Report
Evidence AddedView practice →Jul 29, 2024
Creative GenPractice documented: Getty Images offers AI-powered image modification tools that allow customers to edit existing stock photos or AI-generated images directly on the Getty platform without third-party software. Features include adding elements, removing elements, extending image canvases, and replacing backgrounds, and were made available on iStock in July 2024 and on Getty Images shortly after.
Practice DocumentedView practice →Jul 29, 2024
Creative GenNew evidence: Getty Images Introduces Updated AI Model with Increased Speed, Quality, and Accuracy
Evidence AddedView practice →Oct 22, 2024
ModerationNew evidence: Generative AI User FAQs | Getty Images
Evidence AddedView practice →Oct 22, 2024
Creative GenNew evidence: Generative AI User FAQs | Getty Images
Evidence AddedView practice →Nov 12, 2024
Creative GenNew evidence: Getty Images Elevates Generative AI Capabilities with New Product Placement and Reference Image Features for Enhanced Customization
Evidence AddedView practice →Feb 1, 2025
Creative GenNew evidence: Product Updates | Generative AI by Getty Images | Getty Images
Evidence AddedView practice →Recent activity
Getty Images uses VisualGPS, a data analysis platform that processes over 2.8 billion annual searches and download queries across Getty Images and iStock to surface visual content trends for marketers and creative professionals. The platform was launched in its current interactive form in June 2022.
VisualGPS Insights combines proprietary search and download trend data from 2.8 billion annual queries, image-testing results, ongoing consumer surveys covering more than 250 topics across 25 countries, and input from over 60 visual content and advertising experts. The platform presents findings through graphs, charts, and heat maps showing content trends by industry, region, and time period, and allows users to compare two search terms. VisualGPS-derived reports, such as 'Building Trust in the Age of AI' (April 2024), are published for use by brands and marketers. The platform is offered to Getty Images and iStock customers.
Getty Images announced a partnership with AI video startup Runway in December 2023 to develop the Runway–Getty Images Model (RGM), a generative AI video model trained on Getty's licensed content library for use by enterprise customers. RGM is designed as a foundational model that companies can further fine-tune using their own proprietary datasets.
RGM targets Hollywood studios, advertising agencies, media companies, and broadcasters seeking commercially safe AI-generated video. Runway enterprise customers can customize RGM with their own proprietary datasets to produce brand-aligned video content. As of the December 2023 announcement, Runway was working directly with enterprise customers through a waitlist; a broader self-service option was described as a potential future offering. The partnership is structured as a data licensing and model development collaboration between the two companies.
Getty Images offers Generative AI by Getty Images, a text-to-image tool that lets customers type a text description and receive commercially licensed AI-generated images. The tool, launched in September 2023, is trained exclusively on Getty Images' licensed photo and illustration library and includes legal indemnification for commercial use.
The tool is built on the NVIDIA Edify model architecture (part of NVIDIA Picasso) and trained on content from Getty Images and Bria's creative partners, all of which is owned or licensed. Customers enter text prompts, and the model generates four unique image variations per prompt. An updated model launched in July 2024 doubled generation speed to roughly six seconds for four images and added 4K upscaling, longer prompt support (up to 250 words), and advanced camera controls. Getty Images blocks both prompts and generated outputs to prevent images of recognizable public figures, content replicating the style of living artists, and other legally or commercially restricted material; generated images include watermarks identifying them as AI-created. Images are not added to Getty's licensable libraries for others to license.
All practices by category
Getty Images announced a partnership with AI video startup Runway in December 2023 to develop the Runway–Getty Images Model (RGM), a generative AI video model trained on Getty's licensed content library for use by enterprise customers. RGM is designed as a foundational model that companies can further fine-tune using their own proprietary datasets.
Getty Images offers Generative AI by Getty Images, a text-to-image tool that lets customers type a text description and receive commercially licensed AI-generated images. The tool, launched in September 2023, is trained exclusively on Getty Images' licensed photo and illustration library and includes legal indemnification for commercial use.
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.
Getty Images offers AI-powered image modification tools that allow customers to edit existing stock photos or AI-generated images directly on the Getty platform without third-party software. Features include adding elements, removing elements, extending image canvases, and replacing backgrounds, and were made available on iStock in July 2024 and on Getty Images shortly after.
Cite this record
Trace Foundation. (2026). Getty Images: documented AI practices (data as of 2026-04-27) [Data set record]. AI Trace. https://www.aitrace.org/r/company/b679b201-a05a-4eba-9564-688e4b7cced4. Accessed September 7, 2026.
- Stable link
- https://www.aitrace.org/r/company/b679b201-a05a-4eba-9564-688e4b7cced4
- Data as of
- April 27, 2026
- Last verified
- April 22, 2026
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