Smartsheet announced a significant expansion of its Brandfolder digital‑asset‑management platform to power Getty Images’ Media Manager, the company’s core solution for managing its global visual‑content library. The move builds on a partnership that began in 2019 and was first launched in 2020, and it extends Brandfolder’s reach across Getty’s entire product ecosystem.
Getty Images’ Media Manager now supports a library of roughly 477 million assets—photographs, videos, vectors, and illustrations—across gettyimages.com and istock.com. By integrating Brandfolder’s AI‑enabled workflow tools, Getty can ingest, tag, and surface content faster, reducing the time from capture to client delivery and improving the experience for agencies, publishers, and enterprise customers.
The AI‑driven features—auto‑tagging, intelligent search, and automated metadata generation—enable Getty to accelerate content velocity, a critical metric for its high‑volume clients. The enhanced platform also improves security and compliance, allowing Getty to enforce stricter access controls and audit trails across its vast archive.
Strategically, the expansion signals that Getty is investing in next‑generation content engines rather than static archives, positioning it ahead of competitors that rely on legacy DAM solutions. For Smartsheet, the deal reinforces Brandfolder’s reputation as a scalable, AI‑powered platform capable of handling the most demanding media workflows, potentially opening doors to additional large‑scale deployments in the media and entertainment sector.
Peter Orlowsky, senior vice president of strategic development at Getty Images, said the partnership “eliminates friction from content‑management workflows, helping our customers move faster and unlock greater value from their visual assets.” Pratima Arora, chief product officer at Smartsheet, added that the deployment “demonstrates how Brandfolder’s technology can bridge the gap between the shutter click and the global consumer, delivering the storytelling speed demanded by today’s real‑time markets.”
The expansion reflects broader industry trends toward AI‑augmented DAM solutions that transform static repositories into dynamic content engines, a shift that is reshaping how media companies manage, discover, and distribute visual assets at scale.
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