AI in Marketing: Getty Images' Andrea Gagliano on Ethical Use and Unleashing Creativity
In an era of rapid technological advancements, Getty Images is using its position to help shape the discourse surrounding artificial intelligence (AI) in a responsible and positive direction. At the forefront of this initiative is Andrea Gagliano, the company's Senior Director of AI and Machine Learning.
Gagliano has an extensive background in the field, having studied machine learning (ML) at UC Berkeley’s School of Information and held notable positions at Apple and Ernst & Young before joining Getty Images in 2020. Since October of last year, she has been leading Getty's AI and ML operations.
AI's Potential for Creative Exploration
Gagliano’s noteworthy academic project—using an AI model to generate images of all 44 US presidents as women—foreshadowed her belief in AI's transformative power. This project, though sometimes unsettling, managed to provoke thought by visualising an unconventional historical scenario.
"AI has the power to help us imagine things that we really haven’t imagined before, both good things and bad things, hurtful things and powerful things," Gagliano remarked, underscoring AI's dual capacity to empower and potentially harm.
Getty Images' Strategic Adoption of Generative AI
Getty Images has been adopting generative AI technologies, evident in the launch of "Generative AI by Getty Images" nearly a year ago in collaboration with Nvidia. This tool is notable for being trained exclusively on Getty’s collection of licensed images, thereby mitigating legal and ethical concerns associated with the use of unlicensed content.
Craig Peters, CEO of Getty Images, highlighted the importance of a responsible approach: "We’ve worked hard to develop a responsible tool that gives customers confidence in visuals produced by generative AI for commercial purposes."
Marketing Sector’s AI Integration
Despite generative AI’s potential, its utilisation in marketing and advertising has its risks, including legal and technical challenges. Nonetheless, Gagliano believes in its power to rejuvenate creativity, notably by overcoming the "blank page problem"—a common issue where creators struggle to start their work.
"What we’re seeing is that a lot of people are taking existing imagery—something that they like but isn’t perfect—and then modifying it in a way that meets their needs really easily and really quickly," she explained.
Ethical Considerations and Deepfake Concerns
While AI-generated imagery can enhance storytelling, it also has the potential to be misused, leading to misleading or harmful narratives. The proliferation of deepfakes has become a significant issue, prompting regulatory actions in the EU and some US states. However, comprehensive legislation in the US remains absent.
In response, many tech companies and social media platforms have policies to mark AI-generated content. Getty adds watermarks to images created by its AI tool as part of its push for heightened industry standards and transparency in distinguishing real from artificial content.
"We’re trying to increase the industry standards so there’s more rigor around this... to make sure that it’s really, really clear to viewers what is real and what is fake," Gagliano asserted.
Advocating for Fair Practices in AI
Gagliano also addressed the broader responsibility of brands using generative AI, emphasising the need for ethical transparency and fair compensation for creatives whose works help train AI models. Getty Images compensates artists whose work contributes to its AI training data, setting a standard for ethical practices in the field.
"[Marketers] are creatives at heart themselves," she noted, urging them to consider the origins and development processes behind the AI tools they employ.
Conclusion
With innovative leaders like Andrea Gagliano and responsible practices, Getty Images aims to navigate the burgeoning world of AI while maintaining ethical integrity. As growth continues, the industry must balance innovation with responsibility, safeguarding the interests of creators and consumers alike.
Source: Noah Wire Services