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Shutterstock has, in a recent statement, confirmed joining Canva and Getty Images in unveiling a creator-friendly artificial intelligence(AI) generator for arts. The platform that offers a library of stock images replicated the move by other providers to embrace AI to tame the tide of generating unauthorized images.

Shutterstock Integrates Creative AI Allowing Customized Image Generation

Shutterstock revealed in a Thursday, October 26 update the successful integration of Creative AI. The statement described it as the latest generative AI tool with access to its library comprising over 700 million images. The integration will facilitate users in creating customized AI-generated works that Shutterstock considers appropriately licensed.

Shutterstock admitted that the driving force behind the surge in the mainstream players to embrace AI is the limitless capability for generative AI. Such involves the AI-powered models that rely upon prompts to manipulate and generate text, music, videos and images, music, and videos. 

The statement by Shutterstock acknowledged the popularity of AI-powered image generators, including Midjourney, Open-AI’s Dall-E, and Runway. Shutterstock is set to integrate generative AI using Creative AI. 

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Shutterstock revealed on Thursday that Creative AI utilizes technology built by the Microsoft-backed OpenAI. The technology by the Sam Altman-led company facilitates users with the capability to generate images and edit existing images within the Shutterstock library. While Creative AI is still within the beta version, Shutterstock confirmed that the image generator feature will incorporate the latest OpenAI’s Dall-E version.

Creative AI Delivers Speed and Easy-to-Use Platform for Inexperienced Users

Magic Brush is a new feature available in Creative AI, allowing desired editing and describing changes. The variations feature will enable users to generate alternatives to the stock and AI image. Image expansion allows the users to broaden the scene, similar to zooming out. 

Shutterstock head of product marketing Tiffany Gilron hailed the new capabilities as empowering creators and businesses to craft unique content relative to their creative requirements.

Besides the speed, Creative AI delivers a facilitative platform for inexperienced users in photo editing. Gilron indicated that though Creative AI utilizes a free-to-use approach, the users would need the subscription plan to acquire the final image. 

The AI-powered image generators have attracted criticism recently partly for training the model using artists’ work. Often, the AI generators are accused of failing to compensate and seek consent from the artists. 

AI generators are facing scrutiny for facilitating the creation of AI-deepfakes. The resultant images are used continually on the internet and occasionally plague the abuse victims. 

Gilron observed that the Creative AI generator yields content one can license. The content is indemnifiable for commercial utilization. The marketing executive confirmed that Shutterstock has religiously compensated the contributors for their input, given they are at the heart of the business.

Gilron indicated that AI products by Shutterstock, including the recently unveiled Creative AI features, have their training conducted using the licensed content. The product marketing director indicated that Shutterstock established the contributor fund. The kitty compensates hundreds of thousands of artists for their contributions, with millions more set to receive payments. 

Shutterstock deploys additional safeguards to the contributor policy that prohibits AI-generated content from other parties being sold via the marketplace. 

Shutterstock Joins Getty Images and Canva to Integrate AI-Generative Tools

Meanwhile, Shutterstock rival Getty Images unveiled safe generative AI  in September. The rival image library indicated its unique generative tool was trained using extensive images. The resulting images are safe for commercial utilization. 

Getty Images utilizes NVIDIA’s Picasso, while Shutterstock leverages OpenAI’s AI-image tech. Other companies led by Australian-based Canva confirmed earlier this month it was partnering with Runway to integrate AI video generation. The addition was seamlessly integrated into the Canva suite of tools identified as Magic Studio. 

Canva executive heading the AI products Danny Wu profiled Magic Studio as a necessity given its powerful attribute to ease customized tasks executed by users.

The integration of AI into Shutterstock’s library is timely, given the move by rivals to continually integrate AI-powered art generators. 

Editorial credit: T. Schneider /

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Michael Scott

By Michael Scott

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