Thought Leadership
Google’s AI flagship Gemini 2.0 Flash is causing a stir in the media industry. As has become known in recent days, numerous users are using the model’s image editing capabilities to remove watermarks from protected images – including those of the renowned provider Getty Images.
Seamless removal without technical hurdles
Unlike conventional image editing programs, which require advanced knowledge, Gemini 2.0 Flash can not only remove watermarks without a trace, but also intelligently reconstruct any gaps that have been created. This service is available to users of Google’s AI Studio completely free of charge.
The quality of the results is causing quite a stir. What used to require hours of processing by professionals is now done by AI in seconds. Getty Images, whose transparent watermarks have been the industry standard for years, is likely to be watching this development with concern. Unauthorized removal of watermarks could mean considerable economic damage for image providers.
Legal situation clear – enforcement difficult
While Google has not yet implemented any technical restrictions, other AI providers are taking a much more restrictive approach. Models such as Anthropic’s Claude 3.7 Sonnet and OpenAI’s GPT-4o categorically refuse such requests, citing legal and ethical concerns.
From a legal perspective, the situation is clear: removing watermarks without the consent of the rights holder constitutes copyright infringement in most jurisdictions. However, the problem lies in practical enforcement. If a large number of users can remove watermarks with just a few clicks, it becomes much more difficult to prosecute individual infringements.
After several days of intensive reporting, Google finally responded with a concise statement to the tech magazine TechCrunch: The use of AI tools for copyright infringement violates the terms of use. The development is being closely monitored and feedback is being collected.
