Getty Images shares exploded 19% higher Friday after the stock photo giant struck a multi-year licensing deal with AI search startup Perplexity. The partnership lets Perplexity display Getty's massive library of creative and editorial content through its AI-powered search tools, marking another major content licensing win for the image provider as AI companies rush to secure legitimate media partnerships.
Getty Images just scored another major AI partnership, and investors are loving it. The stock photo powerhouse saw shares rocket 19% Friday after announcing a multi-year licensing deal with Perplexity AI, the buzzy search startup that's been making waves in the AI space.
The deal gives Perplexity access to Getty's vast library of creative and editorial content, which the AI company can now display through its search tools. More importantly for Getty's bottom line, Perplexity will properly credit and link back to Getty's source material - a crucial win in an industry where AI companies have faced mounting pressure over unauthorized content use.
"Partnerships such as this support AI platforms to increase the quality and accuracy of information delivered to consumers, ultimately building a more engaging and reliable experience," Nick Unsworth, Getty's vice president of strategic development, said in the announcement.
While Getty kept financial terms under wraps, the market's enthusiastic response suggests investors see real revenue potential here. The 19% pop adds roughly $200 million to Getty's market cap, signaling Wall Street believes this isn't just another small licensing deal.
This partnership comes at a critical moment for both companies. Perplexity has been aggressively expanding beyond basic search, recently launching its Comet browser and positioning itself as a more comprehensive AI assistant. Access to Getty's professionally curated content library gives Perplexity a significant edge over competitors who rely on scraped web content of questionable provenance.
For Getty, the deal represents a smart pivot toward AI monetization rather than litigation. While many media companies have sued AI firms over copyright infringement, Getty has chosen a different path - turning its content moat into recurring revenue streams. The company has already inked similar deals with other AI players, but the Perplexity partnership could be particularly valuable given the startup's rapid user growth.
The timing couldn't be better for Getty's strategy. As AI companies face increased scrutiny over training data and copyright issues, legitimate licensing partnerships are becoming more attractive than legal battles. CEO Jensen Huang recently called AI's current phase a "virtuous cycle," and Getty appears positioned to benefit from that momentum.
