21 September 2018
Getty Images and Amazon have announced a new partnership under which the former will be allowing Echo devices to show images from Getty's collection in response to queries. At the moment, it will work only with Echo Show and Echo Spot as these are the only Alexa-powered devices in the market which come with a display.
The aim of the deal is to offer more visual data to the queries asked by users which are currently limited only to voice output and textual information. It will work for queries like "Who is the founder of Tesla?" where instead of just speaking out Elon Musk's name, Alexa will be able to accompany the answer with Elon Musk's images. Similarly, it can work for questions related to some place, landmark or item.
Peter Orlowsky, SVP of Strategic Development at Getty Images said,
“Our premier collection of editorial, creative and archival content is a natural fit for Amazon’s Echo products, bringing best-in-class visuals to Echo users. We are honored to unite with Echo’s screen-based products and to use our deep library of content to give Alexa her best look yet.”
Amazon has made it clear that the Getty Images support will be limited to certain types of questions and answers in the beginning. It will be expanded to as many categories as possible with time to improve the user experience. This new deal appears to be Amazon's attempt at differentiating its products in the market which has started to become crowded. It becomes even more important considering the rumors about Google's plan to release a smart speaker with a display.