Episode 63: Dr. Rebecca Swift, SVP, Creative, at Getty Images

Our guest on 'Tech Connects' is Dr. Rebecca Swift, Senior Vice President of Creative at Getty Images, which provides licensed visual content to businesses worldwide. Rebecca oversees Getty's creative team that works with photographers, filmmakers, and visual researchers to understand market trends and guide their community of over half a billion creators.

We explore how AI-generated imagery is reshaping visual content and what this means for tech professionals and creative businesses. Rebecca shares insights about the rapid shift in public perception of AI content, legal challenges, and how the creative industry is adapting.

Here are some quick takeaways from this discussion for tech professionals working with visual content or AI tools:

Understand the Trust Factor in AI Content: Consumer excitement about AI imagery has shifted to widespread distrust due to deepfakes and misleading content. Trust is fundamental to brand relationships, so factor consumer sentiment into AI content decisions. Many consumers now prefer verified authentic imagery over AI-generated alternatives.

Navigate the Legal Complexities: AI-generated images can't be copyrighted, only prompts can be protected. Many AI tools use web-scraped content without proper licensing, creating IP infringement risks. Work with services that provide legal safeguards rather than open-source tools that may expose your organization to liability.

Use AI for Modification, Not Pure Generation: AI excels at modifying existing content and creating iterations for marketing campaigns rather than generating entirely new authentic imagery. Becoming skilled at AI prompting requires significant time investment and is a distinct skill from traditional creative work.

Leverage Authenticity as Competitive Advantage: As AI content becomes common, there's growing demand for authentic, locally-sourced content that captures current realities missing from AI training datasets. Areas like remote work culture and sustainability present opportunities for genuine human creativity.

There was a lot more in this episode, of course, so listen in. Thank you for joining us—and remember, Dice is your best resource to find and hire the tech talent you need to fill your open roles, and for tech pros, the best place to grow your tech career.

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