Perplexity’s Getty Multi-Year Deal Changes AI Search Rules

When startups get too smart for their own good, accountability eventually knocks on the door.
That’s what just happened with Perplexity AI, one of the fastest-growing AI search startups now making headlines — not for scraping, but for signing.

Perplexity just announced a multi-year licensing deal with Getty Images, marking a clear shift from gray-area data use to legitimate content partnerships. For context, the company was recently under fire for allegedly pulling text and images — including Getty photos — from outlets like The Wall Street Journal without clear permission.

Now, this move isn’t just about access to stock photos. It’s about credibility, something AI search tools have been desperately trying to earn.

According to sources familiar with the deal, Perplexity and Getty had quietly worked together under a Publishers’ Program for ad revenue sharing. But today’s deal is new — a formal step toward transparency. Unlike traditional lump-sum licensing, this one focuses on image display rights rather than model training, since Perplexity doesn’t train its own foundational models.

It’s a smart strategic move. The agreement not only legitimizes Perplexity’s past image use but also sets a standard for how AI companies might handle licensed data ethically while improving user experience.

“Attribution and accuracy are fundamental,” said Jessica Chan, Head of Publisher Partnerships at Perplexity. “We’re helping people discover answers through visual storytelling — while keeping creators visible.”

Getty’s VP Nick Unsworth echoed the sentiment: the deal recognizes “properly attributed consent” as a value driver in AI-powered products.

That statement alone reflects how the AI landscape is maturing. After years of “scrape first, apologize later,” Perplexity’s move signals a transition — from AI models taking data to AI systems that respect ownership.

Still, the timing is interesting. Just weeks ago, Reddit sued Perplexity for what it called “industrial-scale unlawful scraping.”
So, is this partnership a genuine course correction or a preemptive defense strategy?

Either way, it’s working. Perplexity is positioning itself as the first AI search engine that’s legally and ethically visual — a platform where creators get credit, users get clarity, and copyright finally finds a seat at the AI table.

If you zoom out, this moment matters far beyond a single deal. It’s a signal to every AI company racing to build smarter systems: ethics is the next competitive edge.

Partnerships like this are redefining how we think about “AI-powered search” — not just smarter queries, but smarter accountability.

And maybe that’s the real disruption — not more data, but better data use.

Read more on evolving AI ethics and partnerships at AI Pulse.
Because the next phase of AI growth won’t just be powered by GPUs — it’ll be powered by trust.