Runway ML Collaborates with Getty Images to Create New AI Video Models for Hollywood and Advertising Efforts

Runway ML, the New York City-based video AI startup backed by Google and Nvidia, is positioning itself strategically in the burgeoning marketplace.

Today, the company announced a partnership with Getty Images, one of the largest stock imagery and editorial content repositories globally, to launch a new generative AI video model: Runway

Overview of the Collaboration:

In a blog post, Runway outlined the purpose of this collaboration:

“The new Runway

The blog further emphasized, “Together, Runway and Getty Images are committed to pushing the limits of AI and video generation, simplifying the production of professional, engaging, and brand-consistent content. RGM will be available for commercial use in the coming months.”

Significance for Visual Media Industries:

This partnership is significant for several reasons:

1. Enhanced Legitimacy and Data: Collaborating with Getty Images bolsters Runway ML’s credibility in AI while providing valuable training data for its models. However, concerns linger about the implications for Getty's independent photographers and contributors, who may be apprehensive about their work being utilized in AI products that could potentially replace them. A similar situation has arisen with Adobe Stock, leading to disputes over compensation for contributors.

2. Targeting Key Industries: By highlighting Hollywood, advertising, and media as focus areas for the RGM model, Runway aims to penetrate major visual media sectors, becoming an integral part of their workflows.

3. Ongoing Legal Challenges: Despite facing a copyright lawsuit from artists regarding training on their work without consent, Getty appears undeterred by potential threats to Runway’s technology.

Continued Innovations at Runway:

This partnership follows significant advancements in Runway's proprietary video-generating software, Gen-2, which recently introduced a motion brush feature that allows users to animate select portions of static images. Additionally, new camera motions simulate a video camera’s perspective, enhancing the cinematic experience. Improvements in video fidelity and realism further elevate the platform.

As Runway strengthens its position in generative video AI, it faces competition from emerging players like Pika, which recently secured $55 million in funding and unveiled its 1.0 video AI generator platform with limited availability.

In summary, Runway ML’s collaboration with Getty Images signals a pivotal moment for the company's growth and its impact on the future of AI-driven video content creation.