This week’s guest on Hidden Layers is Grant Farhall, the Chief Product Officer for Getty Images. As Chief Product Officer, Grant is responsible for developing Getty’s product strategy and vision, and he also oversees the company’s e-commerce platform, websites, user experiences, customer research along with the SEO strategy. Essentially, he does it all - and he somehow also finds time to do the play-by-play for the Calgary Roughnecks, the city’s official lacrosse team.
We spoke about how Getty Images and its sister site, iStock, use data and deep learning to make it easier for clients to discover and use the brand’s powerful content to better connect with their audience. Farhall points out that Getty Images is by necessity a data-driven organization as it seeks to stay on top of trends in the types of content that customers look for and desire. The ability to leverage data is one key to the company’s success; it is what enables the company to show clients the content that is “most relevant and compelling” to what they search for. Of course, the other major factor that sets Getty apart is its exclusive access to events and occasions of all kinds, from sports to entertainment to news and beyond, which allows the company to generate a non-stop supply of engaging and often iconic imagery for its clients to use.
To learn more about how Getty uses its content and technology to provide the best value for clients, as well as how the coronavirus has impacted the demand for images of people in suits, check out the latest episode of Hidden Layers, available here.