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Photoroom is the AI product visual solution for e-commerce, used by more than one million businesses and processing more than seven billion images a year. It was founded in 2019 and operates from Paris and New York.
Photoroom started in 2019 with a background remover built for people selling online. Its first product was a mobile app that turned a phone photo into a clean product image in one tap, and that app was named Editors' Choice by Apple and App of the Year by Google in 2023.
The company now runs a full visual production stack for commerce: AI editing and generation tools, batch processing, a Shopify listing workflow, an image API, and an enterprise offer that includes custom models, a contractual fidelity guarantee and managed Visual Agents that generate, check and fix catalogue images at scale.
Photoroom trains its own models and routes to the best external model when it produces a better result for a task, with the in-house fidelity check applied to every output whichever model made it, which is what makes the contractual guarantee possible. Photoroom is a Y Combinator company (2020 batch) and has raised $64 million, most recently a $43 million Series B in February 2024 at a $500 million valuation, led by Balderton Capital with Aglaé Ventures and Y Combinator participating.
Matt Rouif, co-founder and CEO. Matt has spent 15 years building photo and video editing products and more than a decade working at the intersection of AI and visual computing. He studied at Polytechnique and Stanford, led product for Quik, the video editor acquired by GoPro, and oversaw image and video editing products used by hundreds of millions of people. He left GoPro in 2018 to start Photoroom, after seeing that businesses were increasingly judged on their imagery while the tools to produce accurate visuals at scale remained complex and expensive. His focus since has been the same: move fast with AI without compromising product accuracy or trust. Matt speaks on AI in commerce, marketplace trust, and the shift from generation quality to outcome-based accountability in enterprise AI.
Javier Sotelo, Chief Technology Officer. Javier joined Photoroom at the start of 2026 and became CTO in September 2026. He was previously an executive at Groupon, and brings enterprise-scale operating experience to Photoroom's engineering organisation as the company expands its API and enterprise business.
Eliot Andres, co-founder and board member. Eliot co-founded Photoroom in 2019 and served as CTO for seven years, leading the machine learning work behind the background remover, the generative tools and the PRX open-source models. He stepped back from his executive role in September 2026 and remains on the board, involved in strategic decisions.
Spokespeople available for interview: Matt Rouif (company, AI, commerce), Jeff Strauss (enterprise imaging operations), Javier Sotelo (engineering and AI infrastructure) and Brett Welch (Product).
What Photoroom is Photoroom is a product visual platform for e-commerce. It creates, edits, checks and publishes product images and videos, and it is built around one requirement that general image tools do not have: the output has to match the physical product a customer will receive. Every tool below is designed for commerce first, from marketplace background rules to logo and colour fidelity.
Who it is for Photoroom serves businesses at every stage of growth, from a solo seller listing a first product on Vinted or Etsy, to a Shopify brand managing hundreds of SKUs, to marketplaces and retailers running visual production at catalogue scale through the API. Industries include fashion and apparel, marketplaces and resale, beauty and skincare, home and furniture, food and delivery, automotive, and tech and SaaS.
How it is offered Photoroom is available as a web app, iOS and Android apps, a Shopify app, an API and an MCP connector for Claude. The free plan includes 250 non-watermarked exports a month. Paid plans start at $7.50 a month billed annually, with Pro for resellers and solopreneurs, Max for small brands, and Ultra for growing brands with 4K output. Enterprise plans are custom and include dedicated capacity, custom models, SLA-backed uptime and the Enterprise Guarantee.
| Audience | What they use | Launched or updated |
|---|---|---|
| Sellers and small brands | Background Remover, AI Backgrounds, AI Shadows, Product Beautifier, Remove Objects, Resize and Expand, Brand Kit, templates | Ongoing |
| Fashion sellers | AI Fashion Models (up to four garments per model, 4K), Ghost Mannequin, Flat Lay, Unwrinkle, Recolor | 2026 |
| Video | AI Video Generator with 300+ e-commerce templates, product fidelity across up to four reference images | April 2026 |
| Shopify merchants | Photoroom for Shopify: batch edit up to 250 products, AI Shot List, Listing Score, generated titles and SEO metadata, one-click publish; Android, iOS and web | August 2026 (Android) |
| Operations and catalogue teams | Batch processing at catalogue scale, Product Catalog, Visual QA, automated brand rules on upload | 2026 |
| Developers | Photoroom API (background removal, retouching, relighting, scene generation, virtual models, batch exports), PIM and DAM connectors, usage dashboards, Photoroom MCP for Claude | Ongoing; MCP May 2026 |
| Enterprise | Custom models tuned to the catalogue, dedicated capacity, SLA-backed uptime, SOC 2 Type 2 | Ongoing |
| Enterprise | Enterprise Guarantee: pass/fail fidelity criteria agreed in the contract, every output checked by a proprietary fidelity model, misses regenerated or credited back | June 2026, VivaTech |
| Enterprise | Visual Agents: managed workflows that select the right model per image, score output against the original product, retry failures and route only borderline cases to a human | September 202 |
Photoroom is also the only company to create a foundation model trained to master commerce photography. This powers many of our AI tools and means our AI generation is faster than other companies using a generalist model. Our Background Remover also uses a custom algorithm.
We also leverage Apple CoreM to build on-device machine learning and offer the best experience to our user users. As a result of the quality of our algorithm, we were awarded “App of the Year” by Google and “Editor’s Choice” by Apple in 2023.
Photoroom Intelligence report was launched in April 2026, this is Photoroom's research arm, publishing the State of GenAI in Marketplaces report, the SMB product photography cost report and the Product Fidelity Benchmark. Reports are at photoroom.com/industry-trends and journalists can request the underlying data.
Photoroom is used by more than one million businesses, from individual resellers to global marketplaces. Named customers include Decathlon, Wolt, Depop, DoorDash, Mercari, Rappi, Naver, Printify, Palm Angels and Vestiaire Collective. Every figure below is published in a customer story or report on photoroom.com, so it can be quoted with a link.
