Meta debuts Imagine with Meta, a standalone text-to-image generator on the web powered by its Emu model that generates four images per prompt, free for US users

Not to be outdone by Google's Gemini launch, Meta's rolling out a new, standalone generative AI experience on the web …

TechCrunch 2023-12-07 Kyle Wiggers

Context & Ripple Effects

Meta’s web launch extends a progression from its earlier Make-A-Scene image-generation research to Emu-based tools that could edit images and create video from text. It turns that model work into a public, standalone consumer interface rather than keeping it solely as a product capability.

The move also sits alongside Meta’s advertiser-focused generative-AI rollout, including AI tools for ad backgrounds, image expansion, and copy variations. A free image generator gives Meta a direct way to expose its creative AI stack to users while Google’s Gemini launch raises the competitive urgency.

First-order effects

US users can generate four images per text prompt through a free web product, giving Meta an immediate consumer-facing distribution channel for Emu.
Meta gains direct usage and product-feedback exposure for its image model, beyond the editing and video-generation tools it had already announced.

Second-order effects

Google and other image-generation providers face added pressure to differentiate their consumer AI experiences on quality, speed, controls, or integration as Meta removes the initial price barrier for US users.
The standalone tool can broaden familiarity with the same class of generative creative capabilities Meta has been placing in advertising workflows, including its earlier AI Sandbox for selected advertisers.

Third-order effects

If consumer generators become standard entry points to platform AI, competitive advantage may shift from the model alone toward distribution, iteration speed, and the governance of synthetic-media creation.
The pattern points toward image generation becoming a shared layer across consumer creation and commercial creative tools, increasing the importance of consistent provenance, safety, and usage controls.

The trend: Big consumer platforms are moving image generation from research and narrowly scoped business tools into broadly accessible AI creation surfaces.

Discussion

@parkerortolani Parker Ortolani on threads
Meta Imagine also needs some work, FAR from the best free image generator available
@dantley Dantley Davis on threads
The loading animation is 👌🏾
@parkerortolani Parker Ortolani on threads
the story image expander is something I have wanted for YEARS 🤯
@stuartathompsonnyt Stuart A. Thompson on threads
no donald trump escape renderings (a previous attack on Midjourney)
@stuartathompsonnyt Stuart A. Thompson on threads
facebook image generator Emu is available at imagine.meta.com. did they solve for copyright issues or guard against known attacks (ex. “X does a 9/11"). maybe a bit?
@film_girl Christina Warren on threads
I've already successfully Shrek 9/11'd the new Meta AI image generator. I didn't even have to alter the prompt.
@daveleebbg Dave Lee on threads
Honestly don't get why people seem to think it's on Meta to mitigate for this kind of thing. Put something offensive into an AI, get something offensive out. That's on you? What did you think it would do? (Not having a go at Stuart in particular, here — it's just a pattern on…
@stuartathompsonnyt Stuart A. Thompson on threads
these all use the same prompt. images created by Meta, Midjourney, Dall-E and Adobe Firefly 2. to my eye, Meta wins this one, followed by Firefly, Midjourney and in dead last is OpenAI's Dall-E.
@aaldahle Ahmad Al-Dahle on threads
Today we announced new generative AI features and updates to existing ones introduced at Connect. They're making our AI experiences more accessible, useful, and fun across Meta surfaces. I'm personally excited about how we're making creative tools like imagine available outside…
@chriscox Chris Cox on threads
We announced a bunch of sweet new Gen AI features across our apps and business tools today including a web endpoint for using our Emu, our image generation model, directly at imagine.meta.com. This is now the fastest image generation model out there (and it's free). …
@joshuaogundu Josh on x
@rcweston Meta doing it caps their growth for sure though, especially those that don't care to pay for it and just want capabilities for free
@rcweston Charlie on x
@JoshuaOgundu Midjourney has a baked in Community, also doesn't have the baggage of the Meta brand.
@scobleizer Robert Scoble on x
Meta has a new image generator: https://imagine.meta.com/ But my first try hit a new problem that anyone who has seen the real Golden Gate Bridge will instantly see: [image]
@g_ack Greg Ackerman on x
Given FB's track record of using new technology for ill gains, I'm not terribly confident generative AI tools on the platform will yield desired (or safe) results...
@rcweston Charlie on x
@JoshuaOgundu True, also interesting how minimal the MVP is...as well as the watermark. I don't love that Meta gets the gold for adding that label, but this might be the most important thing for (Ai) teams to include. UGC vs CGC will be a new battle [image]
@joshuaogundu Josh on x
Free, what does this do to MidJourney?
@metanewsroom @metanewsroom on x
We're adding new features to Meta AI and testing more than 20 new ways generative AI can improve your experiences across @facebook, @instagram, @messenger and @WhatsApp. See all the AI updates 👇 https://about.fb.com/...
r/singularity r on reddit
Meta debuts Imagine with Meta, a standalone text-to-image generator on the web powered by its Emu model that generates four images per prompt, free for US users

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