According to the announcement on the Getty Images blog:
Getty Images will use our PicScout image recognition technology to identify exclusive Getty Images content on Pinterest. Then, we’ll use our API, Connect, to provide relevant metadata to Pinterest – including Getty Images photo credits, where and when the image was shot and more.
Both Pinterest and Getty Images are pushing the new partnership as a way to give Pinterest users more contextual information on images being shared, with Pinterest noting how valuable it will be for users to know things like the name of the photographer, or when and where an image was taken, “We think this will be really valuable, especially when pin descriptions and links are not as helpful as we’d hope.”
The announcement from Getty Images echoed the same sentiment, “The metadata we provide to Pinterest will enable them to develop new features and create a more robust experience for their users.”
While the deal will give Pinterest users more access to information on the images they pin, copyright issues are most likely driving this partnership, making it easier for photographers to receive credit when their images appear on Pinterest.