Special Edition ${secondary-label-icon} ${secondary-label-text}
Accelerating GenAI innovation to embolden human imagination
Shutterstock transforms the creative process with emerging technologies for image generation and editing.
DISRUPTION WAS A CATALYST FOR OPPORTUNITY
The Situation
Generative artificial intelligence (GenAI) was seemingly on every company's radar in early 2023 and the topic of countless conversations. Shutterstock had already engaged Deloitte Digital to conduct research into ways it could take its existing products to adjacent markets and unlock new growth opportunities, and GenAI soon became the conversation.
Artificial intelligence wasn't new for Shutterstock, which was already leveraging AI for visual search and other product features. But GenAI was different; it was already creating significant disruption across creative industries. Shutterstock leaders quickly realized that GenAI's potential may very well eclipse image search using AI, and they believed the rapidly evolving technology was here to stay, bringing many new opportunities for which Shutterstock could be at the forefront.
First, Shutterstock needed to better understand where the GenAI market was headed and identify opportunities where Shutterstock could meet that demand with existing assets and products and, potentially, with new ones. The company recognized an immediate need to develop GenAI-enabled capabilities for its core product offering, to empower creative customers with the latest tools. Shutterstock also wanted to explore how GenAI could inspire all new offerings that could help drive potential growth.
With the market moving so quickly, it was important not to contemplate but to act—and Shutterstock wasn't moving forward alone. The company partnered with Deloitte Digital to help accelerate development of new features and craft a business and tech strategy that could help optimize them.
THE SOLVE
EVERY PICTURE TELLS A MULTITUDE OF STORIES WITH GENERATIVE AI
The Impact
By leveraging our ability to integrate a multitude of GenAI tools and our deep strategy capabilities, as well as create new product pathways to help increase engagement, first-time purchases, and recurring revenue, Shutterstock was able to bring its creative AI offering to market swiftly and effectively.
The pace at which Shutterstock has developed GenAI tools is competitive with pure-play technology companies. Beyond this, through our collaboration, Shutterstock was able to better understand how to position its current product and differentiate itself in the market.
The People
Meet the team behind the work.
Discover how their unique skills and collective efforts have created lasting impact.
MARTINA’S CONTRIBUTION
As the Web Architecture Technology Lead, Martina was responsible for creating a unique tool that combines the cutting-edge capabilities of AI image generation with user-friendly image editing. Through her time at Deloitte Digital, she has developed a deep flexibility for adapting to new technologies and navigating new, unknown spaces.
In her day-to-day work Martina mentors the engineers on her team, fostering an environment that helps breed creativity and technical excellence to drive advancements in GenAI.
Martina Purciello
Web Architecture
Technology Lead
Deloitte Consulting LLP
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