Opportunities & Challenges from the Getty Images and Shutterstock Merger

What this $3.7 billion merger means for your creative production, and the future of generative imaging. Whether using an in-house team or external agency, every brand should be prepared.

The merger of Getty Images and Shutterstock presents a major shift for brands engaged in creative production.

What we’re seeing here is the evolution of convergence, from piecemeal acquisitions to accelerated and compounded growth. Brand marketers of the near future will be worrying less about maintaining high image quality and true indemnification as generative training pools grow in ethical and legal ways.

Here, APR defines some of the opportunities, challenges, and preparation strategies for brands involved in creative production.

Opportunities for Brands

Access to Expanded Content Libraries

• Even with redundancy across the platforms, the combined repository of Getty and Shutterstock will create an unprecedented collection of stock assets, including images, videos, and AI-generated content.
• Brands will gain access to a broader range of visuals, covering diverse themes, styles, and cultural contexts, enabling more creative storytelling.

“The merger could also facilitate partnerships where brands co-create collections or sponsor content tailored to their audience, enhancing brand visibility,” says Gaytana Carrino, APR Managing Advisor for Content Creation.

Improved Generative AI Tools

• Generative AI integration means brands can leverage sophisticated tools and create customized visuals tailored to specific needs.
• The use of ethically sourced and legally indemnified AI-generated images offers a safer, faster, and more cost-effective alternative to traditional production.
  

Streamlined Workflow Efficiency

• Consolidation may lead to unified platforms that integrate advanced search, customization, and licensing features, simplifying the content discovery and procurement process.
• Automation and AI capabilities could reduce the time and resources needed for iterative creative processes, such as editing, resizing, or contextual adaptations.
  

Innovation in Visual Storytelling

• The acceleration of AI technologies could open doors for new content formats (e.g. 3D assets, immersive AR/VR visuals) that brands can integrate into campaigns to stand out in a crowded market. (For creators, marketers, and content professionals, this could influence licensing, pricing, and access to stock imagery and video.)
• Brands will continue to have the opportunity to experiment with cutting-edge tools for personalized and interactive content experiences, all under the newly formed Getty Images Holdings.
  

Ethical and Legal Assurance

• The emphasis on indemnification ensures that brands can use AI-generated content without fear of intellectual property disputes, making it easier to scale creative production globally.

Challenges for Brands

Increased Competition for Unique Visuals

• Standing out creatively may become more challenging — the reliance on stock and generative imagery could risk homogenizing visual content across industries.

“If the merger significantly reduces payouts to the content creators or undervalues their work, it could lead to a drop in the quality or diversity of submissions over time,” says Carrino.

Adapting to New AI Tools and Processes

• Creative teams will need to learn and integrate new AI-driven tools into their workflows, which may require training and changes to existing processes.
• Balancing AI-generated content with human creativity to maintain authenticity and brand identity will continue to be crucial.
  

Cost Considerations

• While the merger may streamline some costs, access to premium or exclusive content, advanced AI tools, or enterprise-level indemnification may come at a higher price point.
• Brands may also face budgetary pressures to adopt new technologies or tools introduced by the combined entity.
  

Ethical and Branding Risks

• As AI-generated imagery becomes more prevalent, brands risk losing authenticity or human touch in their campaigns.
• There’s also the possibility of backlash if the public perceives over-reliance on AI as a replacement for original creativity.
  

Dependency on Consolidated Platforms

• The merger consolidates two major content providers, reducing competition and potentially limiting bargaining power for brands.
• Dependency on a single ecosystem could expose brands to risks like price hikes or limited content access due to licensing changes. (Similar to a centralized or fragmented production ecosystem —consolidation doesn’t always make things ‘easier.’)

How Marketing & Creative Production Teams Should Prepare

Audit and Diversify Content Sources

• While the merger offers convenience, brands may benefit when they aren’t overly reliant on one provider. Explore other sources of creative assets and maintain relationships with smaller content platforms or agencies.
  

Invest in Training and Upskilling

• Equip in-house teams and agency partners with the skills to use advanced AI tools effectively.
• Encourage cross-functional collaboration between creative and tech teams to maximize the potential of AI-generated content.
  

Define Brand Guidelines for AI Use

• Develop clear standards for when and how to use AI-generated content to maintain brand authenticity and consistency. Governance here is key.
• Blend human creativity with AI capabilities to strike the right balance between efficiency and originality.
  

Focus on Differentiation

• Invest in bespoke content creation where possible, such as original photography, videos, or illustrations, to ensure a unique brand identity. Agency relationship management will continue to be important.
• Use AI tools for supporting roles, like generating iterations or enhancing visuals, while maintaining creative oversight.
  

Evaluate Budget Allocations

• We are recommending that brands perform an audit of existing enterprise agreements held with Shutterstock and Getty, including any agreements held by both brand and creative agency partners to determine annual spend and use. Synthesize these findings to uncover opportunities to optimize subscription plans.

“Larger brands may have more leverage in negotiations, while smaller brands may struggle with higher costs or inflexible licensing models for premium content,” notes Carrino.

Monitor Industry Trends and Innovations

• Stay informed about how the merged entity evolves its tools and content offerings. If the merger faces antitrust scrutiny, it could have delays or disruptions that impact licensing agreements or platform features.
• Continue to experiment with emerging formats, like AR/VR and personalized AI content, to keep campaigns fresh and innovative.

Key Takeaway

The Getty-Shutterstock merger represents both an opportunity and a challenge for brands involved in creative production. By leveraging the enhanced tools and content libraries while proactively addressing potential risks, brands can remain competitive, creative, and authentic in an evolving visual content landscape. Preparing for this change will require strategic investment in people, processes, and technology, as well as a focus on maintaining a unique brand voice in an increasingly AI-driven industry.