Getty launches generative AI Photo Tool that lets users remove the background

Getty has announced new functionalities within its suite of generative AI tools, including a new tool that lets users remove the background of an image.

According to the company, users can now upload product images and generate custom backgrounds with 'seamless blending of lighting and shadows'.

Getty says the new feature, called Product Image, offers "flexibility to create backgrounds that match brand aesthetics and campaign needs, enhancing content creation workflows."

The other new feature is Reference Image which lets users upload reference images to control colour palettes and compositions, aligning generated visuals with specific brand guidelines or mood boards for a cohesive, on-brand look.

Both tools are available on Generative AI by Getty Images and Generative AI by iStock.

“Our customers are seeking efficiency in their creative process without sacrificing quality or taking on risk. With these new features, we’re empowering businesses to create high‑quality, custom visuals at scale,” says Grant Farhall, Chief Product Officer of Getty Images.

“By allowing users to seamlessly integrate their own product and reference images, we’re giving them unprecedented control over the look and feel of their content, enabling them to produce commercially safe, professional, brand‑aligned visuals faster and more efficiently than ever before.”

Getty is not the only company to release tools with this type of AI-powered functionality that was once the preserve of software like Adobe Photoshop and an editor handy with the Lasso tool.

Amazon, Ebay, and Shopify have all gone down the same AI route recently, effectively lowering the barrier of entry into this type of task.