[eMarketer] Shutterstock debuts new generative AI capabilities for creative marketing

Shutterstock has unveiled a new solution that allows customers of its Creative Flow online design platform to create images based on written input, TechCrunch reports. The service is powered by Dall-E 2, OpenAI’s generative AI imaging service. Shutterstock initially announced the partnership in Octoner.

Shutterstock is positioning itself as an “ethical” partner in contrast with rival Getty Images. The latter is currently in a lawsuit against generative AI vendor Stable Diffusion over using Getty images to train its AI without permission from Getty or rightsholders.

eMarketer posits that embedding generative AI into your platform may possibly go from a seeming competitive advantage to table stakes overnight.

Will Shutterstock's offering have a clear enough differentiation and unique selling point from other players offering generative AI imaging tools? Will the payouts to the artists whose images have been used to feed the new services be deemed “fair” by the market?

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