Shutterstock unveils a bold new visual identity, rebranding as the universal ingredient for businesses to create, scale, and monetize content with AI and creativity.
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| Shutterstock announces rebrand and launches next-gen creative platform with AI, unlimited content access, GIPHY Ads, and scalable production tools for marketers. Image: CH |
NEW YORK, USA — June 17, 2025:
Shutterstock has unveiled a bold new brand identity as it repositions itself as the “universal ingredient” for businesses looking to create high-impact content. With over two decades of powering global campaigns, the rebrand signals Shutterstock’s evolution from a content provider into a comprehensive platform for scalable, AI-enhanced creative solutions.
“Our new identity reflects our commitment to delivering fast, agile, and highly effective creative solutions at any scale,” said Allison Sitzman, Shutterstock’s Vice President of Brand Strategy. “This isn’t just a new look—it’s a statement about the future of storytelling and the role we play in it.”
At the heart of the rebrand is a robust suite of tools and services:
Shutterstock’s Unlimited Downloads subscription, geared toward freelancers and content creators, gives users access to a curated library of over 80 million assets—images, video, and audio—for one low monthly fee.
The company’s Generative AI Pro service enables enterprise clients to generate photorealistic or stylized 4K visuals using proprietary and partner AI models. Powered by a Model Recommender, the system selects the best model per prompt, ensuring precision and relevance—all under Shutterstock’s TRUST framework for ethical AI.
AI Data Licensing continues to grow, with Shutterstock offering one of the industry’s largest rights-cleared datasets for model training and fine-tuning—used by major players like OpenAI, Google, and Amazon.
Meanwhile, Shutterstock Studios is setting a new standard in end-to-end content production. Using technologies like virtual production, generative AI, and real-time immersive tools, the studios support top global marketers in delivering award-winning work with speed and scale.
GIPHY Ads, part of the Shutterstock family, adds a powerful layer of brand engagement by allowing advertisers to insert themselves into the content users already share—reaching an audience generating over a billion daily search queries.
This integrated ecosystem enables brands to produce, manage, and distribute content more efficiently. Whether hands-on or fully supported, creative teams now have the flexibility to operationalize generative AI within their existing workflows or scale new capabilities across departments.
“The future of storytelling demands speed and intelligence,” said Aimee Egan, Chief Enterprise Officer at Shutterstock. “Our rebrand is a symbol of the investments we've made to help creative leaders adapt faster and compete smarter.”
The announcement follows Shutterstock’s earlier news of a merger agreement with Getty Images to form a premier visual content company. Pending regulatory approvals, both companies will continue operating independently until the deal closes.
With its redefined identity, Shutterstock is reinforcing its role as a global partner for modern content creation, ready to meet the ever-evolving needs of brands, agencies, and creatives in the AI era.