We make pictures based on what's missing.
Conventional stock libraries make enormous numbers of images and wait for someone to need them. PhotoStock works in the opposite direction.
Demand first. Image second.
PhotoStock identifies subjects people are trying to illustrate, looks at whether existing imagery actually shows the situation well, and creates new images where there appears to be a gap.
ShotGap is the research project behind that process. It follows changing technology, work, schools, insurance, retail, healthcare, consumer behavior and other areas where a new story often creates a new visual need.
Why a stock library when anyone can generate an image?
Because generation is only one step. A buyer may still need to decide what the picture should show, generate multiple attempts, check whether the result is usable, create the right orientation, write metadata and make a licensing decision. PhotoStock keeps a reviewed image ready to use, then gives the buyer a way to request a variation when the existing version is close but not quite right.
AI is a production method, not the brand promise.
PhotoStock does not pretend AI-generated people or events are documentary photographs. AI-generated images are identified on their asset pages and should not be presented as evidence that a depicted event actually occurred.
The brand promise is simpler: the picture you're looking for.