Smartsheet Redefines Content Velocity for Global Brands by Powering Getty Images' Media Manager
MWN-AI** Summary
Smartsheet has taken a significant step in redefining content velocity for global brands by partnering with Getty Images to enhance its Media Manager through the deployment of Brandfolder, its digital asset management (DAM) platform. Brandfolder is designed to provide the infrastructure and speed necessary to transition high-value assets from creation to consumer in real-time. This initiative comes as a part of an ongoing strategic partnership aimed at optimizing the management of visual content for major events and brands.
The dynamic nature of Brandfolder stands in contrast to traditional DAMs, which often act as static archives. Instead, it serves as a robust "content engine" tailored to meet the immediate needs of elite publishers and corporations in fast-paced industries. Peter Orlowsky from Getty Images emphasized that leveraging Brandfolder technology mitigates inefficiencies in content workflows, allowing customers to maximize the value derived from their visual assets.
Key features of Brandfolder include zero-latency ingestion, enabling real-time processing of high-quality assets; AI-driven contextualization for instant organization of large libraries; and a resilient global distribution infrastructure that ensures accessibility even during peak traffic. Pratima Arora, Smartsheet’s Chief Product Officer, stated that modern content management prioritizes velocity, which the collaboration seeks to address by bridging the gap between content creation and consumer availability.
This expanded deployment further solidifies the five-year partnership between Smartsheet and Getty Images, indicating a shared commitment to leveraging technology and expertise to support brands globally. With over 120,000 customers, including 85% of the Fortune 500, Smartsheet is poised to revolutionize how organizations manage and distribute visual content at scale.
MWN-AI** Analysis
Smartsheet's recent announcement regarding the expanded deployment of Brandfolder technology to power Getty Images' Media Manager highlights significant implications for companies operating within the digital content landscape. This collaboration underscores the importance of content velocity in today's fast-paced marketplace, where timely access to visual assets can influence brand visibility and market competitiveness.
For companies considering investment in asset management solutions, the integration of AI-driven technologies and zero-latency ingestion offered by Brandfolder emerges as a game-changer. Traditional digital asset management (DAM) systems often lack the agility necessary to meet immediate consumer demands; however, Smartsheet's Brandfolder positions itself as a dynamic content engine, effectively addressing this gap. Businesses that prioritize speed and efficiency in their content management workflows are likely to experience enhanced operational performance and a reduction in time-to-market.
Investors should view this strategic partnership as a reflection of the ongoing transition toward intelligent automation within content ecosystems. The AI capabilities available through Brandfolder not only streamline asset organization but also enhance discoverability, essential for brands that generate large volumes of content. Furthermore, the robust infrastructure guarantees uptime during peak traffic events, making it viable for entities involved in high-stakes brand marketing, such as sports franchises and global enterprises.
As Smartsheet continues to solidify its role as a leader in Intelligent Work Management, businesses aiming to stay ahead in the digital race should evaluate their capabilities in relation to emerging technologies like those offered by Brandfolder. The potential to convert visual assets into a leverage point for engagement and storytelling can drive greater ROI and customer loyalty in a world that increasingly demands immediacy and relevance. In conclusion, organizations keen on enhancing their content strategies may find substantial value in investing in Smartsheet's innovative offerings to maintain competitive advantage.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
The company's digital asset management platform, Brandfolder, provides the infrastructure, scale and speed required to move high-value assets from the camera to consumer in real-time
Smartsheet , the Intelligent Work Management platform that unites people, data and AI, today announced the expanded deployment of Brandfolder by Smartsheet to power Media Manager for Getty Images , a preeminent global visual content creator and marketplace. As the technology behind Getty Images’ digital asset management (DAM) solution, Brandfolder has become the industry standard for managing the scale, security and velocity required for the world’s most significant cultural and sporting events.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260210891252/en/
Smartsheet and Getty Images continue their ongoing strategic partnership, enabling the expanded deployment of Brandfolder by Smartsheet to power Media Manager for Getty Images.
While traditional DAMs often serve as static archives, Brandfolder by Smartsheet is a dynamic “content engine” designed to meet the split-second requirements of elite publishers, sports franchises, and Fortune 500 corporations on the world’s largest stages—from the premier global sporting event of the year to Hollywood’s biggest nights.
“Our customers operate in fast-moving environments where every inefficiency costs time and money,” said Peter Orlowsky, senior vice president of strategic development at Getty Images. “By leveraging Brandfolder technology within Media Manager, we are able to eliminate friction from content management workflows, helping our customers move faster and unlock greater value from their visual assets.”
The Brandfolder technology driving Media Manager creates a seamless ecosystem where world-class content meets intelligent automation, characterized by:
- Zero-latency ingestion: The ability to process high-fidelity, professional-grade assets in real-time, ensuring that "the moment" is available to global audiences instantly.
- AI-driven contextualization: Brandfolder’s proprietary AI features automatically detect and suggest descriptive tags that help users quickly organize millions of assets, making discovery instantaneous—even in massive libraries.
- Global distribution scale: A hardened infrastructure that maintains uptime during peak traffic events, providing a "source of truth" for companies of any size or industry.
“Modern content management isn’t about storage; it’s about velocity,” said Pratima Arora, chief product officer at Smartsheet. “By providing the technical backbone for Media Manager, we are proving that our technology can handle the most complex, high-pressure content workflows. We are removing the gap between the shutter click and the global consumer, providing brands with the storytelling speed they need to match the real-time demands of their audiences.”
The expanded deployment of Brandfolder aligns with the ongoing strategic partnership between Smartsheet and Getty Images. Building on five years of collaboration, the continued partnership between Smartsheet and Getty Images enables the ongoing use of the Brandfolder DAM technology to fuel Media Manager, combining industry-leading software from Smartsheet with Getty Images’ unmatched editorial and commercial expertise to support global brands for years to come.
About Smartsheet
Smartsheet is the Intelligent Work Management Platform that unites people, data and AI to turn strategy into measurable enterprise impact. Purpose-built for scale, Smartsheet gives enterprises the speed, governance and trust to execute complex work across portfolios, operations and IT on a single, secure system. Trusted by more than 120,000 customers and used by teams in 85% of the Fortune 500, Smartsheet empowers millions of users to move faster, reduce risk and realize ROI with confidence. Visit www.smartsheet.com to learn more.
About Getty Images
Getty Images (NYSE: GETY) is a preeminent global visual content creator and marketplace that offers a full range of content solutions to meet the needs of any customer around the globe, no matter their size. Through its Getty Images , iStock and Unsplash brands, websites and APIs, Getty Images serves customers in almost every country in the world and is the first place people turn to discover, purchase and share powerful visual content from the world’s best photographers and videographers. Getty Images works with almost 600,000 content creators and almost 360 content partners to deliver this powerful and comprehensive content. Each year Getty Images covers more than 160,000 news , sport and entertainment events providing depth and breadth of coverage that is unmatched. Getty Images maintains one of the largest and best privately-owned photographic archives in the world with millions of images dating back to the beginning of photography.
Through its best-in-class creative library and Custom Content solutions, Getty Images helps customers elevate their creativity and entire end?to?end creative process to find the right visual for any need. With the adoption and distribution of generative AI technologies and tools trained on permissioned content that include indemnification and perpetual, worldwide usage rights, Getty Images and iStock customers can use text to image generation to ideate and create commercially safe compelling visuals, further expanding Getty Images capabilities to deliver exactly what customers are looking for.
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View source version on businesswire.com: https://www.businesswire.com/news/home/20260210891252/en/
Media Contact
Lisa Henthorn
pr@smartsheet.com
Alex Lazarou
alex.lazarou@gettyimages.com
FAQ**
How does the partnership between Smartsheet and Getty Images Holdings Inc. Class A GETY enhance the competitive advantage of Brandfolder's digital asset management capabilities in real-time content delivery?
What measures are in place to ensure the scalability and uptime of Brandfolder by Smartsheet, especially during peak traffic events for clients like Getty Images Holdings Inc. Class A GETY?
Can you elaborate on how Brandfolder's AI-driven contextualization features differentiate it from traditional digital asset management solutions, particularly for Getty Images Holdings Inc. Class A GETY?
With the continuous evolution of content management demands, how does the collaboration between Smartsheet and Getty Images Holdings Inc. Class A GETY position Brandfolder to meet future market challenges?
**MWN-AI FAQ is based on asking OpenAI questions about Getty Images Holdings Inc. Class A (NYSE: GETY).
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