NVIDIA Edify Unlocks 3D Generative AI, New Image Controls for Visual Content Providers

Shutterstock 3D generation enters early access; Getty Images introduces custom fine-tuning for enterprises; Adobe to bring 3D generative AI technologies to Firefly and Creative Cloud creators; and Be.Live, Bria and Cuebric choose NVIDIA Picasso AI Foundry for inference.
by Gerardo Delgado

NVIDIA Edify, a multimodal architecture for visual generative AI, is entering a new dimension.

3D asset generation is among the latest capabilities Edify offers developers and visual content providers, who will also be able to exert more creative control over AI image generation.

Multimedia content and data provider Shutterstock is rolling out early access to an API, or application programming interface, built on the Edify architecture that lets creators use text prompts or images to rapidly generate 3D objects for virtual scenes.

Visual content creator and marketplace Getty Images will add custom fine-tuning capabilities to its commercially safe Generative AI service, helping enterprise customers generate visuals that adhere to brand guidelines and styles. The service will also incorporate new features to offer customers even further control of their generated images.

Developers can test drive pretrained Edify models by Getty Images and Shutterstock as APIs through NVIDIA NIM, a collection of microservices for inference announced today at NVIDIA GTC. Developers can also train and deploy their own generative AI models using the Edify architecture through NVIDIA Picasso, an AI foundry built on NVIDIA DGX Cloud.

NVIDIA and Adobe are collaborating to bring new 3D generative AI technologies built on Edify to millions of Firefly and Creative Cloud creators.

Livestreaming platform Be.Live is using the NVIDIA Picasso foundry service to provide real-time generative AI that enables the automated creation of visuals and an interactive experience for audiences. Bria, a holistic platform tailored for businesses developing responsible visual generative AI, has adopted Picasso to run inference. And creative studio Cuebric is enhancing filmmaking and content creation by developing Picasso-powered generative AI applications to build immersive virtual environments.

Speedy 3D: Shutterstock 3D AI Generator Now in Early Access

Shutterstock’s 3D AI Services, available in early access, will enable creators to generate virtual objects for set dressing and ideation. This capability can drastically reduce the time needed to prototype a scene, giving artists more time to focus on hero characters and objects.

Shutterstock 3D generator in action. Video courtesy of Shutterstock.

Using the tools, creative professionals will be able to rapidly create assets from text prompts or reference images and choose from a selection of popular 3D formats to export their files. The Edify 3D-based service will also come with built-in safeguards to filter generated content.

The commercially safe model was trained on Shutterstock’s licensed data. Shutterstock has compensated hundreds of thousands of artists, with anticipated payments to millions more, for the role their content IP has played in training generative technology.

3d generated rainforest flora and fauna
Assets created using Shutterstock 3D AI generator, rendered and arranged as a flat-lay image. Image courtesy of Shutterstock.

At GTC, HP and Shutterstock are showcasing a collaboration to enhance custom 3D printing using Edify 3D, providing designers with limitless prototype options.

Shutterstock’s 3D AI generator enables designers to rapidly iterate on concepts, creating digital assets that HP can convert to 3D printable models through automated workflows. HP 3D printers will then turn these models into physical prototypes to help inspire product designs.

Mattel is enabling 3D generative AI capabilities from Shutterstock that can accelerate the design ideation process. With AI tools, toy designers can visualize their ideas for new products with simple text descriptions. By lowering the technical barrier to creating high-fidelity concept design, designers can explore a broader pool of their ideas and iterate faster.

Shutterstock is also building Edify-based tools to light 3D scenes using 360 HDRi environments generated from text or image prompts.

Dassault Systèmes, through its leading 3DEXCITE applications for 3D content creation, and CGI studio Katana are incorporating Shutterstock generative 360 HDRi APIs into their workflows based on NVIDIA Omniverse, a computing platform for developing Universal Scene Description (OpenUSD)-based 3D workflows and applications.

Accenture Song, the world’s largest tech-powered creative group, is using the Omniverse platform to generate high-fidelity Defender vehicles from computer-aided design data for marketing purposes. Coupled with generative AI microservices powered by Edify, Accenture Song is enabling the creation of cinematic, interactive 3D environments via conversational prompts. The result is a fully immersive 3D scene that harmonizes realistic generated environments with a digital twin of the Defender vehicle.

Take Control: Turn Creative Vision Into Reality With Custom Fine-Tuning From Getty Images

Getty Images continues to expand the capabilities offered through its commercially safe generative AI service, which provides users indemnification for the content they generate.

At January’s CES show, Getty Images released Edify-powered APIs for inpainting, to add, remove or replace objects in an image, and outpainting, to expand the creative canvas. Those features are now available on both Gettyimages.com and iStock.com.

Starting in May, Getty Images will also offer services to custom fine-tune the Edify foundation model to a company’s brand and visual style.

The services will feature a no-code, self-service method for companies to upload a proprietary dataset, review automatically generated tags, submit fine-tuning tasks and review the results before deploying to production.

As part of custom fine-tuning tools, Getty Images will release a collection of APIs that provide finer control over image output, one of the biggest challenges in generative AI.

Developers will soon be able to access Sketch, Depth and Segmentation features — which allow users to provide a sketch to guide the AI’s image generation; copy the composition of a reference image via depth map; and segment parts of an image to add, remove or retouch a character or object.

Getty Images’ API services are already being used by leading creatives and advertisers, including:

  • Dentsu Inc.: The Japan-based ad agency is using Getty Images’ generative AI API service to power MAFA: Manga Anime For All, an app that can create manga and anime-style content for marketing use cases. Dentsu Creative is also using NVIDIA Picasso to fine-tune Getty Images’ model for leading membership warehouse retailer Sam’s Club.
  • McCann: The creative agency harnessed generative AI to help develop an innovative game for its client Reckitt’s over-the-counter cold medicine Mucinex, in which customers can interact with the brand’s mascot.
  • Refik Anadol Studio: Known for using generative AI in its artwork and a member of the NVIDIA Inception program for cutting-edge startups, the studio will be showcasing a rainforest-inspired art installation at GTC, created using Getty Images’ AI model fine-tuned with Refik’s rainforest catalog.
  • WPP: The marketing and communications services company is partnering with The Coca-Cola Company to explore how fine-tuning Getty Images’ model can help to build custom visuals that meet brand styles and guidelines.
rainforest-themed AI art
Large Nature Model: Living Archive installation at GTC 2024 by Refik Anadol Studios

Learn more about NVIDIA Picasso and try Edify-powered NIMs from Getty Images and Shutterstock at ai.nvidia.com.

Discover the latest in generative AI at NVIDIA GTC, a global AI developer conference, running in San Jose, Calif., and online through Thursday, March 21. 

Watch the GTC keynote address by NVIDIA founder and CEO Jensen Huang below:

Collage at top shows assets created by Edify-powered Shutterstock 3D AI generator on left, courtesy of Shutterstock. Images on right show Edify sketch-to-image capabilities, demonstrated by NVIDIA.