Dan Gifford: Unlocking Creative Potential: The Value of AI and Human Creativity for the Long-Term | SIC 2024

The session will still focus on the importance of maintaining a creator community to fuel the creative economy and building and incorporating responsible AI, as well as emphasizing what commercially safe actually means for SMBs and marketers and how AI as one element in a broader toolbox of marketing and creative efforts.

1. ID #, Photographer NameID #, Photographer Name
Unlocking Creative Potential:
The Value of AI and Human Creativity
for the Long-Term
GenerativeAI byGetty Images
Dan Gifford, PrincipalScientist, AI/ML

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Getty Images
•Getty Images, iStock, Unsplash
•Creative and Editorial
•Save customers time, money, and
reduce risk
•Exclusive creators
•550+ million images and videos
•2.8 billion searches per year
•VisualGPS – trends and insights

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ID #, Photographer NameID #, Photographer Name
How has your work environment
changed over the past 10 years?
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4. 4CONFIDENTIAL
2013
Happy corporate
2014
White men
working with
devices
2015
Social media icons
2016
Less formal groups
2017
More women
leading tech teams
2018
Warm, inviting
interiors
2019
Emphasis on
women in
business
2020
People on
screens
2021 2022 2023
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ID #, Photographer NameID #, Photographer Name
2014 2023
Energy sources
From 2021 to 2022, customer searches for “electric vehicle” rose +28%,
“electric vehicle charging” rose +50%
Source: VisualGPS

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2014 2023
Real Emotions
Customers have searched for the concept of 'stress' as often as for 'happiness,’
alongside nuanced emotions such as surprise, playfulness, shyness, curiosity, disbelief, and depression
Source: VisualGPS

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ID #, Photographer Name
A +156% increase in popular visuals depicting mental health topics, with searches rising for ‘mental health’
Source: VisualGPS
Mental Health
2014 2023

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ID #, Photographer NameID #, Photographer Name
2014 2023
Depictions of Family
Almost 20% of the American population live in a multigenerational household
Yet, makes up only 11% of popular family images downloaded by
GettyImagescustomers
Source: VisualGPS

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2021 2022 2023
What will 2024 be?
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Camera shot AI Generated
Created with Generative AI by Getty Images
Camera Shot or AI
Generated?

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Creative
with an idea
Tools:
Camera
Gen AI
+ =Creativity
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However, they have concerns
about AI Image Generation
Source: Getty Images AI Gen Bi-Annual Survey (Oct – Dec 2023)

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Generative AI
by Getty Images
•Commercially safe
•Licensed training data
•Trained exclusivelyonGetty Images'
creative library (no editorialcontent used)
•Compensates creators on recurring basis
•Authentic (natural lighting, diverse,
keeping up with society)
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What is a commercially safe model?
•Clean & responsibly sourced dataset:
•Licensed training data that re
•Model and location releases
•Nothing scraped from the web
•Does not contain AI generated / synthetic data
•Doesn’t generate visuals that violate the rights of IP holders or artists
•Commercial license granted
•Outputs are legally protected
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15. 15ID #, Photographer Name
ID #, Photographer Name
ID #, Photographer Name
Getty Images
Training Data
•Fully licensed
•No AI generated content
•Compensates creators on a recurring basis
•195+ million high-res photos and illustrations
•20+ million high-res videos, avg. length: 17.9 sec
•6+ million new assets every quarter
•26% people content (
•Creator-applied, manually reviewed captions and keywords
•32 avg. keywords
•86 avg. char. length captions
•23 languages
•Model released, self-identifying people attributes (ethnicity,
age, gender)
•No celebrities, IP, products, logos, or brands
0% 5% 10% 15% 20%
concepts
education
sports and fitness
healthcare
industry
built environments
icons
business
miscellaneous
other illustrations
abstract backgrounds
travel
lifestyle
objects
nature
Content Categories
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ID #, Photographer Name
Risk of Others: Generates branded products

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Web scraped data has
over 6.6M images
with Nike in the
caption
Industry AI Generators
Risk of Others: Generates branded products
Prom pt: run ning s hoe with a swoos h

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Generative AI by
Getty Images:
No products,
brands or celebrities
Created with Generative AI by Getty Images18
Created with Generative AI by Getty Images

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Risk of Others: Lack Diversity & Inclusion
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Risk of Others: Lack Diversity & Inclusion
Industry AI Generators
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Prom pt: docto r

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Risk of Others: Lack Diversity & Inclusion
Industry AI Generators
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Prom pt: nurse

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0
1
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3
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Black Asian Indian Hispanic / LatinxMiddle Eastern MultiracialIndigenous PeoplePacific Islanders
Under-represented Ethnicities by % of dataset
Getty ImagesWeb Data

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Generative AI by
Getty Images:
Improved Diversity
And Inclusion
Created with Generative AI by Getty Images24

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Generative AI by
Getty Images:
Improved Diversity
And Inclusion
Created with Generative AI by Getty Images25

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Risk of Others: Not Compensating Photographers

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ID #, Photographer Name
Society
evolves
Visual depiction
changes, and is captured
Unlicensed
training data
Build AI
Gen models
No payment back to photographers
disincentivizes new creations
Risk of Others: Not Compensating Photographers

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Source: Diffusion Models: A Comprehensive Survey of Methods and Applications, Yang et al. (2024).
Data Destructing data by adding noise Noise
Data Generating samples by denoising Noise

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0
0.02
0.04
0.06
0.08
0.1
0.12
'vegan' 'sustainability' 'climate' 'clean energy' 'electric vehicle'
Sustainability terms in dataset (as %)
Getty ImagesWeb Data

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0
0.01
0.02
0.03
0.04
0.05
0.06
0.07
0.08
0.09
0.1
'working from home' 'remote work'
Remote Work terms in dataset (as %)
Getty ImagesWeb Data

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0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
0.04
'depression' 'anxiety'
Emotion terms in dataset (as %)
Getty ImagesWeb Data

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ID #, Photographer Name ID #, Photographer Name ID #, Photographer Name ID #, Photographer Name
ID #, Photographer Name
ID #, Photographer
NameID #, Photographer NameID #, Photographer NameID #, Photographer Name
Training data that reflects society =
Generative models that reflect society
Created with Generative AI by Getty Images

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Generative AI by Getty Images Industry AI Generators
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Prom pt: father changing diaper

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Generative AI by Getty Images Industry AI Generators
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Prom pt: 90 year old wo man mo untain bikin g, mo untains in the b ackground, glasses, helmet, riding the b ike

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ID #, Photographer Name
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Industry AI GeneratorsGenerative AI by Getty Images
Prom pt: self-confid en ce tattooed young woman, content em otion, con fident, natural, high-detail, b lu rred city backgroun d

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Generative AI by Getty Images Industry AI Generators
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Prom pt: night scene with wind turbines, bathed in moo nlight, with the cityscape visible in the backgrou nd

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Generative AI by Getty Images Industry AI Generators
37
Prom pt: plant office building seen from s treet level, full view, leaves, flower b lo oms, windows ma de o f vines, wide angle, full bu ilding

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Generative AI by Getty Images Industry AI Generators
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Prom pt: lgbtq+ family celebra ting their kids birthday together, birthda y cake, 5 year old

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Creative
with an idea
Tools:
Camera+ =Creativity
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Gen AI

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Imagine you’re doing a campaign about
sustainability and our future.
What picture would you create?
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ID #, Photographer Name
41CONFIDENTIAL 41Created with Generative AI by Getty Images

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ID #, Photographer Name
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Created with Generative AI by Getty Images
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Created with Generative AI by Getty Images

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Creative
with an idea
Tools:
Gen AI
+ =CreativityCamera

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ID #, Photographer NameID #, Photographer Name
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ID #, Photographer Name
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2014 2024 2034?

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Today’s pictures,
Tomorrow’s training data
Creative
with an idea
Tools:
Camera
Gen AI
+ =Creativity
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Imagine you’re doing a campaign about
living to be 100.
What picture would you create?
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Living to 100: Four Generations
Created with Generative AI by Getty ImagesCreated with Generative AI by Getty Images
Prom pt: four p eo ple, four generations of m en in a kitchen in a h ome, child, fa th er, gran dfather, 100 year old great-grandfather, making dinner with healthy fo od

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ID #, Photographer Name ID #, Photographer Name ID #, Photographer Name
ID #, Photographer
NameID #, Photographer Name
Inspiring creativity today,
Fueling the creative economy for tomorrow
Created with Generative AI by Getty Images

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Thank You
Do you want to….
•Create unique images in seconds by describing the image you want to see?
•Leverage AI alongside high-quality pre-shot content?
•Build a commercially safe model trained exclusively on licensed creative content?
•Implement API access to Generative AI by Getty Images?
•Fine-tune Generative AI by Getty Images?
Start creating today! gettyimages.com/ai/generation/about
Contact: [email protected]
LinkedIn: @dangifford