OpenAI is ready to sell DALL-E to its first million customers

But the company has had to rush out fixes to the image-making model’s worst flaws to do so.

Around 100,000 people have played with DALL-E 2 since its invite-only launch in April. Today, the San Francisco–based company is opening the gates to 10 times as many as it turns the AI into a paid-for service.

“We’ve seen much more interest than we had anticipated, much bigger than it was for GPT-3,” says Peter Welinder, vice president of product and partnerships at OpenAI.

Paying customers will now be able to use the images they create with DALL-E in commercial projects, such as illustrations in children’s books, concept art for movies and games, and marketing brochures. But the product launch will also be the biggest test yet for the company’s preferred approach to rolling out its powerful AI, which is to release it to customers in stages and address problems as they arise.

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