Getty Images deployed Enhanced Search, an AI-powered search feature, across Getty Images and iStock in March 2024. It allows users to find images, videos, and illustrations using natural, conversational language rather than exact keyword matching.

Enhanced Search is powered by AI and machine learning models that interpret descriptive or conversational queries and match them against millions of pre-shot creative assets. The feature supports all languages and is automatically turned on for creative searches. It reduces instances of zero-result pages and returns broader, more relevant results without requiring users to match precise keywords. The system also includes a visual search capability that uses neural network-derived embeddings to identify images that are visually similar in content, color, and style.