Getty and Runway Introduce Tailored Custom Video Generation Service for Enterprises

Getty Images, a leading stock image provider, has entered into a partnership with innovative generative AI startup Runway to deliver advanced video generation services to enterprise customers. This collaboration introduces a new video model, known as RGM, which leverages Getty's extensive library of content, enabling businesses to create tailored video content that meets their specific needs.

The RGM model serves as a foundational tool for enterprise clients, allowing them to customize the model with their own datasets to produce the desired outputs. Both Getty and Runway are targeting clients in key sectors such as advertising, broadcasting, and film production, with a strong emphasis on the needs of Hollywood studios, as highlighted in the partnership announcement.

Cristóbal Valenzuela, CEO and co-founder of Runway, expressed enthusiasm for the collaboration, stating, "This will unlock new commercial uses and new video products for companies, and we're looking forward to seeing the outputs." The RGM model is set to be available for commercial use in the coming months, though interested companies can inquire about the service now.

Runway, known for its pivotal role in developing the powerful image generator Stable Diffusion, has made significant strides in the field of multimodal generative AI. The startup has released advanced models such as Gen-1 and Gen-2 and attracted substantial investments from major players like Google, Nvidia, and Salesforce.

Differentiating itself from competitors such as Shutterstock and Adobe, Getty has adopted a more cautious and responsible approach to generative AI. Initially, the company banned AI-generated images from its platform due to potential legal concerns. However, over time, Getty has evolved its stance by partnering with BRIA to create AI visual content tools and, in September, launching its proprietary commercial image generation tool, known as Generative AI by Getty Images. This service is exclusively trained on Getty’s own content library, providing customers with the ability to explore image generation with full protection and usage rights, thanks to Getty's collaboration with Nvidia.

As the demand for customized video and image content continues to rise, this partnership between Getty Images and Runway signifies a significant step forward in enhancing content creation capabilities for businesses across various industries.