Apart from this release, Getty Images is also making advanced inpainting and outpainting features available through APIs, launching on iStock and Getty Images soon. 

According to The Verge, Generative AI by iStock targets small and medium businesses that need to find stock photos and will cost $14.99 for 100 prompts, with each prompt generating four images.

Companies have been trying to find ethical ways to generate images using AI so that such models wouldn’t be trained on projects belonging to someone else, and this service seems to address this concern. However, allowing the creation of new images based on those that already exist might reduce contributors’ income, so I’m not sure how this initiative will be met.