Getty Images opens the door to artificial intelligence: agreement signed with Perplexity

Getty Images, the world's most famous photo agency, and Perplexity AI, OpenAI's rival search start-up, have signed a multi-year licensing agreement that will allow the platform to integrate Getty's images into its search results. In the hours immediately following the announcement, Getty's shares jumped as much as 70 per cent, although by the evening the rise had been reduced to around 2.5 per cent.

The deal is the result of a positive solution (in this case) in the search for a balance between artificial intelligence innovation and copyright protection. Getty will provide Perplexity with direct access to its library of images, via an Api (Application Programming Interface) integration, For its part, the search engine will include credits for the images and links to the sources to share the correct legal use of the licensed content.Small gestures of transparency that, in the generative AI ecosystem, are as good as peace treaties.

Perplexity, founded in 2022 with the backing of investors such as Jeff Bezos, came to the market's attention thanks to a simple principle: to offer concise and verifiable answers to users' questions, combining natural language, real-time search and indication of sources. But its success has been accompanied by accusations of plagiarism and 'content scraping' from newspapers such as Nikkei, Asahi Shimbun and even The Wall Street Journal. In October, Reddit sued it for carrying out 'illegal scraping on an industrial scale'.

Hence the need for a change of pace. The agreement with Getty in this key can also appear to be not just a technical partnership, but rather a reputational strategy. "Attribution and accuracy are fundamental to the way people are supposed to understand the world in the age of artificial intelligence," said Jessica Chan, head of content and partnerships at Perplexity. "Together," she added, "we help people find answers through effective visual storytelling, ensuring that they always know where that content came from and who created it.

On the other hand, Getty Images has every interest in not being a bystander to a revolution that threatens its own business model. "The agreement recognises the importance of properly attributed consent and its value in enhancing artificial intelligence-based products," explained Nick Unsworth, the company's vice president for strategic development. After suing Stability AI for 'scraping' millions of unlicensed images, Getty is now opting for 'a more pragmatic approach'.