Getty Images, the world-renowned provider of photos and videos, has closed a major deal with OpenAI. Getty is licensing millions of images to OpenAI so that AI models like ChatGPT can become visually smarter. This move sends Getty's shares soaring and shows how traditional media companies are trying to find their place in the age of Artificial Intelligence.
This deal is more than a simple licensing agreement – it's a **power struggle** over the future of digital content. For investors, it's a stroke of genius that creates value. For artists, it's a dilemma: their works end up in the AI system, whether they want them to or not, and the question of fair compensation remains open. It's about who retains control over creative works when AI becomes the standard.
On June 21, 2026, Getty Images and OpenAI announced a "Display Agreement." This contract allows OpenAI to integrate licensed images from Getty into ChatGPT responses. The news caused **Getty shares to rise by 123 percent**. The deal is a clear signal: major rights holders are now actively seeking collaboration with AI companies to use their content for training and output of AI models.
For you, as a regular user of AI tools like ChatGPT, this deal could mean that you will soon see **higher quality images** in the responses. The AI will become more creative and precise in visual requests. As a creator or photographer, you face a difficult decision: Do you want your works to become part of this development and potentially generate income, or do you risk them being overlooked without licensing, while others profit?
Companies using AI benefit from this step. They gain access to a huge library of **legally licensed images**, which reduces the risk of copyright infringement for generated content. Marketing and advertising agencies, in particular, can create more effective visual campaigns in the future. At the same time, they must carefully examine how the use of AI models affects their own data and that of their customers to avoid a lock-in effect.
The deal opens new **revenue streams for Getty Images** and could be a model for other rights holders. For OpenAI, it means access to a vast amount of high-quality, licensed data, which significantly accelerates the development of its visual AI models. Artists have the chance to earn money through licensing models instead of finding their works unprotected on the internet.
