Getty Images partners with Perplexity for AI search tools

Getty Images and Perplexity have signed a multi-year licensing deal to bring Getty’s images to Perplexity’s AI-driven search tools.

The agreement allows Perplexity to display Getty Images’ creative and editorial photos, using Getty’s API to integrate visuals into its search results.

Perplexity plans to update how it credits images, including adding links to sources, to clarify legal image use for users.

Executives from both companies said the partnership will focus on improving image attribution and maintaining content accuracy on the platform.

Financial details of the deal were not disclosed.

🔗 Source: Getty Images

🧠 Food for thought

Implications, context, and why it matters.

Deal scope unclear beyond display rights

The agreement covers displaying Getty’s images and integration through Getty’s API 1. Neither TechCrunch nor the press release says if Perplexity can train on Getty content 2 1. It is also unclear whether it can generate derivative works (new outputs based on existing images), cache images (store copies), or get indemnification (a contractual promise to cover certain legal claims) 2 1.
Open terms will shape the deal’s value, since display-only rights differ from training rights that enable image features. Perplexity does not train its own foundational models (general-purpose AI systems trained on broad data) 2.
A source told TechCrunch it is not a traditional lump-sum licensing deal (a one-time fee) and did not share other terms 2. Opaque revenue share or exclusivity make the impact unclear and may legitimize some past use of Getty photos by Perplexity 2.

Attribution systems open a lane for compliance middleware providers

AI platforms are adding licensed images with attribution 1, which raises demand for tools that preserve rights metadata and track provenance (content origin and edit history). The Coalition for Content Provenance and Authenticity (C2PA) is building standardized provenance metadata with Google, Meta, OpenAI, and Adobe on its steering committee 3 4 5 6. Compliance middleware providers can fill this role with software between systems to enforce rights and trace content.
Specialist software vendors can build compliance analytics plus metadata tools to bridge the gap between platforms with C2PA support and those without. Examples of support include Adobe Creative Cloud (a suite of creative apps) 7; Samsung Galaxy S25 (a flagship smartphone line) 8; and Leica (a camera maker) 8.