Getty Images, described in the Particulars of Claim as a “pre-eminent global visual content creator and marketplace”, licences its contents through various websites to creative, media and corporate customers in more than 200 countries. Its contents include photographs, video footage and illustrations, together with associated captions and key words. Getty Images feature prominently in newspapers, books, websites, magazines, TV programmes and various films.
In its Amended Statement of Particulars, Getty Images states that the group invested nearly $1 billion in building and maintaining its database of images simply in the period of 2017 to 2020; over $150 million of that sum included just the fees paid by Getty Images to acquire rights from third party content producers.
Stability AI, the defendant, is a London-based AI developer and is a deep learning, text-to-image model which has been trained using diffusion techniques. Such techniques involve ‘noise’ being incrementally introduced to disperse the pixels of images into large arrays of random static which no longer resemble the images. After the diffusion occurs, the model teaches itself to undo the diffusion and restore the images. Once a sufficient number of images have been analysed, the model can then recreate images based on the knowledge it has ascertained. For example, after analysis of enough photos of a dog, the model can learn what a dog looks like and is then able to generate images of a dog in specific circumstances requested by way of user prompts. Dream Studio, a project created by Stable Diffusion, is a commercial platform accessed by users in the UK which allows images to be created from text.