Amazon has unveiled its own AI-powered image creation tool this week, showing the company's increasing prioritization of generative AI capabilities. This new tool, part of the Amazon Titan multimodal foundation models, marks Amazon's foray into the rapidly evolving field of AI-driven image creation.
Amazon Titan Image Generator enables content creators with rapid ideation and iteration resulting in high efficiency image generation. You can edit your generated or existing images using text prompts, configure image dimensions, or specify the number of image variations you want the model to generate. You can also securely customize this model using your company data to produce images consistent with your brand style.
Announced during Amazon's annual AWS re:Invent conference, Titan Image Generator augments the existing lineup of Amazon Titan foundation models available through the company's machine learning platform Amazon Bedrock.
"You can use the model to easily swap out an existing [image] background to a background of a rainforest [for example]," said Swami Sivasubramanian, Amazon's VP of data and machine learning services.
Amazon is playing catch-up in the rapidly evolving space of generative AI and synthetic media. Rivals like Google, Microsoft and startups such as Stability AI have already released image generation models, with various approaches to data sourcing and content moderation.
Amazon said Titan Image Generator was trained on diverse datasets to improve accuracy and inclusivity, while building in safeguards against generating toxic or biased content. The company declined to reveal the specific data sources, opening questions around permissions and compensation for creators.
"We're carefully choosing how we train our models and the data we use to do so," Sivasubramanian said during the announcement.
Additionally, Amazon said images created by Titan will contain invisible watermarks to help identify AI-generated content and reduce disinformation. This aligns with Amazon's commitments around responsible AI signed at The White House earlier this year.
Beyond creating images from text prompts, Titan Image Generator allows isolating, removing or inserting new elements into existing images. Potential use cases highlighted include swapping background scenes or adding objects to lifestyle photos.
Amazon said the model is customizable for customers across industries like e-commerce, advertising and entertainment. For example, brands could fine-tune the model on their own images to ensure visual consistency.
The introduction of the Titan Image Generator comes at a time when the industry is increasingly aware of the intellectual property and ethical challenges posed by generative AI. Amazon's entry into this space, with its emphasis on responsible and secure AI development, signals a significant step towards addressing these challenges.