BRIA partners with Getty Images to ‘transform’ visual content with Generative AI

Generative tech refers to unsupervised machine learning algorithms that help computers use existing content to create new artifacts

Israeli developer of AI visual content tools BRIA has partnered with Getty Images, the global visual content creator and marketplace. The goal is to help creatives transform their images for their specific needs using AI tools on Getty’s platform. The photo platform will launch capabilities that give users access to ethical and current Generative AI-driven features that expect to improve creativity and efficiency.
“We are proud to partner with Getty Images,” said Yair Adato, Ph.D. and Co-Founder and CEO of BRIA. “Our collaboration will allow for the rapid deployment of AI-powered features across their platform, enabling their customers to quickly and easily get to their ideal image no matter their use case or project. Our creative tools help marketers to save time and maximize revenues when it comes to creating professional quality digital content.”
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Generative AI or generative tech typically refers to the semi-supervised or unsupervised machine learning algorithms that help computers use existing content, in this case, images or short videos, to create new artifacts. The idea is that machine learning can create entirely new content that would look ‘real’.
Ravit Dotan, Ph.D. and AI Ethics Expert at BRIA, added: “When used responsibly, Generative AI can democratize creativity by reducing the technical and budget entry barriers and increase visual representation in marketing. BRIA is committed to responsible AI, with a focus on respecting copyrights, bias mitigation, and exploring this unmapped territory with our partners and colleagues.”
BRIA was founded in 2020 by Yair Adato and Gal Jacobi and is backed by Entrée Capital and IN Ventures, among others.
“Getty Images has an almost 30-year history of innovating to help our customers, the global creative community, produce amazing and impactful projects and meaningfully connect with audiences through our efficient, cost-effective and risk-free content and services,” said Craig Peters, CEO of Getty Images. “Our partnership with BRIA further demonstrates Getty Images' commitment to innovate in support of the creativity of our customers. This partnership and our deployment is also one that we hold to the highest ethical standards and respecting of the intellectual property and personal privacy rights of others.”