There is a major development in the visual content industry.Image licensing platform Getty Images is in talks to merge with rival Shutterstock.Platforms may join forces as artificial intelligence takes off.

Getty Images and Shutterstock allegedly merging

The alleged merger actually comes at a critical time for Getty Images. The company is struggling to maintain its market dominance. According to the company’s annual report, its creative and editorial content declined in 2024 compared to the previous year. Industry analysts attribute this decline to artificial intelligence-powered tools.

According to researchers, companies like Getty Images and Shutterstock must now adapt to the new reality. The merger seems strategic to combine their resources and better compete in a changing world with artificial intelligence.

Founded in 1995, Getty Images has long been a leader in the global visual content market. It provided a range of stock images, videos and other visual materials to corporate clients and agencies. The company covers giants such as AFP, Walt Disney and BBC Studios, as well as organizations such as FIFA, NBA and Formula 1.

Shutterstock is another leader, offering a diverse portfolio of visual content, including video, images, 3D models, vectors and music. The company’s acquisition of GIF sharing platform Giphy two years ago further strengthened its market position.

While the details of the potential merger are still being negotiated, it is likely that Getty Images will have a hard time finalizing the deal. According to industry experts, the merger of the two competitors will not be approved by competition authorities.