forbes.com
AI in Image Marketing: Benefits, Risks, and Best Practices
Getty Images' CPO Grant Farhall discusses the impact of AI on image creation, emphasizing the need for 'commercially safe' AI tools that use legally-cleared data and provide legal indemnification to protect brands from copyright infringement, while advocating for transparency to maintain consumer trust.
- What are the key benefits and risks of using AI for image generation in marketing, and how can brands mitigate those risks?
- Getty Images' Chief Product Officer, Grant Farhall, highlights the transformative potential of AI in image creation, emphasizing that while AI offers new creative avenues, human creativity remains central. AI tools can generate images otherwise difficult to capture, but quality depends on the data used—high-quality, legally-cleared data yields superior results.
- How does the legal status of training data impact the commercial viability and ethical considerations of AI-generated images?
- Farhall stresses the importance of 'commercially safe' AI tools, which use legally-cleared data and offer legal indemnification, protecting brands from copyright infringement. He contrasts this with AI tools trained on scraped data, raising concerns about IP rights erosion and the broader creative economy.
- What future trends and challenges are foreseen regarding the use of AI in visual content creation, and what strategies can brands employ to navigate them responsibly?
- Looking ahead, Farhall advocates for transparency in AI image use. He cites Getty Images' VisualGPS data showing 87% of consumers favor disclosure of AI-generated images, urging brands to prioritize responsible disclosure and legal safety to maintain customer trust and brand integrity.
Cognitive Concepts
Framing Bias
The article frames AI image generation primarily through the lens of Getty Images' experiences and offerings. While this provides valuable insight, it potentially biases the reader towards Getty Images' solutions and perspectives, neglecting alternative viewpoints or approaches to the technology. The positive framing of Getty's own AI tools, contrasted with the cautious warnings about other tools, creates an implicit bias towards their product.
Language Bias
The language used is generally neutral and informative. However, terms like "commercially safe" and "clean data" carry positive connotations, subtly influencing the reader's perception of AI tools. More neutral alternatives could be 'legally compliant' and 'permissioned data'.
Bias by Omission
The article focuses heavily on the benefits and challenges of AI in image creation from the perspective of Getty Images, a major player in the field. However, it omits perspectives from smaller companies, individual artists, or consumers who may have different experiences or concerns regarding AI-generated imagery. This omission could limit the reader's understanding of the broader implications of this technology.
False Dichotomy
The article sometimes presents a false dichotomy between AI-generated images and traditional photography. While it acknowledges the value of both, the emphasis on legal and ethical concerns surrounding AI suggests an inherent opposition rather than a potential complementarity between these methods.
Sustainable Development Goals
The article highlights the importance of using legally safe AI tools for image generation, trained on ethically sourced data. This promotes responsible consumption of AI-generated content and prevents the exploitation of artists and intellectual property.