Generative AI technology is revolutionizing the creative content industry, with companies like Shutterstock and Getty Images harnessing the power of Nvidia’s Edify AI to enhance their services. At the Siggraph computer graphics conference, Shutterstock announced the launch of its generative 3D service, while Getty Images unveiled an upgrade to its generative AI service.
Shutterstock’s generative 3D service allows designers and artists to quickly create 3D assets and generate 360 HDRi backgrounds using text or image prompts. This technology enables users to prototype and populate virtual environments with ease. The generated 3D assets are ready to edit using popular digital content creation tools, providing artists with a starting point to add their own creative flair. The AI model delivers a preview of a single asset in just 10 seconds and can produce higher-quality assets complete with physically based rendering materials. At the Siggraph conference, Shutterstock showcased a workflow in Blender that enables artists to generate objects directly in their digital window. The company is also collaborating with global marketing and communications services company WPP to bring virtual production ideas to life using Edify 3D generation.
In addition to 3D modeling, generative AI is also transforming virtual lighting. Shutterstock’s Generative 3D service allows users to describe the environment they need in text or with an image, and the AI generates a high-dynamic-range panoramic image, known as 360 HDRi, in brilliant 16K resolution. This eliminates the need for expensive 360-degree camera rigs and extensive searching through libraries for suitable backgrounds. Three companies, including WPP, CGI studio Katana, and Dassault Systèmes, plan to integrate Shutterstock’s 360 HDRi APIs into their workflows, further streamlining the creative process.
Getty Images’ generative AI service has also undergone significant improvements. The upgraded service, powered by Nvidia’s Edify AI model, offers artists greater control over image composition and style. Users can generate images that closely adhere to specific text prompts, ensuring accuracy and prompt adherence. The new model is twice as fast, improves image quality, and allows for prompt accuracy. Users can also customize camera settings and generate multiple images in seconds. Furthermore, Getty Images now offers a fine-tuning capability that enables companies to customize the AI with their own data, resulting in images tailored to their specific brand’s creative style. This service is already being utilized by Omnicom, a global leader in marketing and sales solutions, to streamline advertising workflows and create on-brand content.
Overall, the integration of generative AI technology into the creative content industry is revolutionizing the way designers and artists work. The ability to quickly generate 3D assets and virtual environments, as well as control image composition and style, significantly enhances productivity and creativity. With Shutterstock and Getty Images leading the way in utilizing Nvidia’s Edify AI model, the future of generative AI in the creative content industry looks promising.