Getty Images is reinforcing its commitment to human creativity by ensuring its library remains free of artificial intelligence (AI) influence. The company’s global inspection team evaluates submissions to maintain the integrity and authenticity of its visual content. According to Chris Dwyer, the newly appointed Head of Creative for the Asia Pacific (APAC) region, this initiative is vital for preserving the artistic value that stems from human ingenuity.
Dwyer articulated the importance of this approach during an interview with Mediaweek. He emphasized that every image uploaded is meticulously reviewed for its commercial viability, cultural appropriateness, and potential AI usage. “Our library is free of AI. It’s something I’m proud to be a part of and continue to contribute to,” he stated. Dwyer explained that while AI can be a useful tool in the creative process, it should never replace the essence of human creativity.
In his view, the distinction between AI-generated visuals and those created by humans is becoming increasingly blurred. “It’s very confusing and a lot is going on,” he noted. As AI technology advances, he believes there is a growing desire for authenticity and quality among audiences. “I don’t think anyone really wants to live in a completely synthetic world,” he added.
Dwyer’s appointment in April 2023 marked a strategic move for Getty Images, as he brings over 20 years of experience in advertising, graphic design, art direction, film, and photography to the role. He previously worked with The Works, part of Capgemini, before taking on this leadership position. Dwyer expressed enthusiasm for the opportunity to leverage his skills to foster creativity within Getty Images. “All of my skills and expertise I’ve built up over my entire life culminated in this moment with Getty Images,” he said.
Fostering Authentic Representation Across APAC
Dwyer leads a dedicated team of five based in Sydney, with members in Japan, Thailand, and Malaysia. Their focus is on capturing and showcasing the unique cultural qualities of the region through visuals that respect and elevate local narratives. He emphasized the importance of representing diverse communities accurately, stating that the company is committed to avoiding retouching images to reflect reality authentically.
“We even ask for people not to retouch any of their images, to not change any skin tones, which would have happened in the past,” Dwyer explained. He highlighted that Getty Images aims to portray people with disabilities, a variety of body shapes, and different skin colors accurately. This approach aligns with their ambition to reflect the full spectrum of human experience in their vast library, which is recognized as one of the world’s largest visual archives.
To support this objective, Getty Images utilizes Visual GPS, a data-driven research and trend reporting tool that provides insights into consumer behavior and creative trends. Dwyer described Visual GPS as a “game changer,” empowering advertisers with data to identify what resonates across various demographics and regions.
Elevating Visual Storytelling and Creativity
Dwyer’s vision for Getty Images centers on elevating the quality of visual storytelling. He wants the library to serve as a source of inspiration, where creativity leads rather than follows trends. “Right now, we have a beautiful, commercially safe library that is used by everyone around the world,” he said. He aims to push the boundaries of what visual storytelling can achieve while maintaining the highest standards of quality.
Looking ahead, Dwyer sees significant growth potential for Getty Images in the APAC region. He noted that the company is experiencing organic growth and anticipates exciting developments from Southeast Asia and Australia. “We are going to become the drivers of visual storytelling and what visual quality will look like across the globe,” he stated confidently.
As Getty Images navigates the evolving landscape of visual content, Dwyer remains committed to championing human creativity and ensuring that the library reflects the diverse and rich narratives of the region. The commitment to authenticity and quality is not just about standing out in a crowded marketplace; it is about celebrating the unique stories that only human creativity can tell.
