This Market-Beating Stock Is Embracing the AI-Generated Content Trend (and No, It’s Not Microsoft)

Current market-beating stocks sometimes do so quietly, as is the case with inventory-graphic company Shutterstock (SSTK -2.64%). It may perhaps only be outperforming the S&P 500 by a slim margin, but as of this crafting, it’s up about 196% because its preliminary community presenting (IPO) in 2012, when compared to a return of 179% for the industry.

Quite a few buyers imagine that photos made by artificial intelligence (AI) pose a substance menace to the long-term viability of Shutterstock’s organization. And that might actually be legitimate, but the business appears to be to be producing the smartest perform it can, provided the cards it’s been dealt: embrace AI-generated content.

Shutterstock’s bread and butter

Shutterstock is the kind of small business I adore: a marketplace providing third-get together things. What is terrific about these corporations is they can take pleasure in very substantial income margins, because they are not manufacturing or sourcing the product but offering the market where by consumers and sellers connect. 

And certainly, Shutterstock is a higher-margin enterprise. Its gross margin is continuously above 60%. And its running margin has been over 10% in current yrs, which is rather regular with its historical norms when zooming out much adequate, as the chart underneath reveals.

SSTK Gross Profit Margin Chart

Information by YCharts.

In my feeling, marketplace businesses gain enviable margins, due to the fact they first should overcome 1 big obstacle: getting the flywheel spinning. The natural way, sellers only want to go to the place the customers are. And buyers only want to shop wherever they have the most alternatives. It is a rooster-and-the-egg situation in that it can be tricky to bring in a person group without having presently possessing the other.

In the 3rd quarter of 2022, Shutterstock reported 607,000 subscribers to its a variety of content material-licensing platforms. Thanks to acquisitions, this is considerably better than the 368,000 subscribers it experienced at the end of the past quarter, but subscribers have been steadily rising right before people acquisitions as perfectly.

Additionally, Shutterstock finished the quarter with more than 424 million pictures available for obtain, up 9% year about year. And its video-footage collection was up 17%.

In small, the organization seems to be like it has the spinning flywheel that all marketplaces have to have, which is superior. On the other hand, AI-generated information threatens to disrupt the complete small business.

How Shutterstock is embracing AI (and why)

AI is entrance-and-centre on investors’ minds simply because of OpenAI’s ChatGPT. The textual content-era application is a viral feeling on social media. But over and above the excitement, the underlying tech is impressive ample to bring in the attention of Microsoft, with the tech large investing $10 billion in OpenAI. 

Besides just textual content, AI-produced pictures are heading viral as perfectly, such as images generated by OpenAI’s Dall-E application. In concept, it may possibly be quicker and less costly to produce an impression with AI than to go to Shutterstock to license a single, which is what investors are acquiring fearful about.

Nonetheless, persons generally forget that AI is effective by ingesting massive datasets. Consequently, when it arrives to AI-generated visuals, wherever does the information come from in the first location? And therein lies a soaring controversy.

There is certainly at the moment a class motion lawsuit versus Microsoft, OpenAI, and other AI companies. Basically, the argument is that AI uses serious visuals to create its art-generation types. In other terms, artists are unwillingly supplying the data that’s education their AI opposition.

Lawfully, I don’t have any clue where this could go. But nearly, I picture that AI-created artwork is listed here to remain, for better or for worse. And that’s why Shutterstock is intelligent to embrace the change in a way that advantages its community of artists. Remember: It are not able to find the money for to get rid of this essential aspect of the flywheel.

Shutterstock also wants to give AI-produced artwork to purchasers or hazard losing them.

In Oct, Shutterstock signed a offer with OpenAI. OpenAI licenses photographs from Shutterstock to coach its Dall-E application. With its new offer, Shutterstock customers can arrive to the platform and produce AI artwork. But the artists contributing the facts to the AI versions still get compensated. This places Shutterstock on the ideal aspect of the growing controversy, in my impression.

There is a lot more that would want to be deemed to build an expense thesis for Shutterstock stock. Consequently, I would endorse digging far more into the company ahead of getting.

Nevertheless, shares of Shutterstock will probably drop very long expression if its business model will get completely disrupted by AI. That reported, the organization seems to be generating the finest moves it can to get in advance of the curve, which must be encouraging for shareholders.