For many of us working in the fields of digital communication, one of the most frequent and frustrating processes in image editing is using Photoshop’s polygonal lasso tool to erase backgrounds. Enter Photoroom: one of the platform’s premiere features is its AI-powered ability to separate a subject from its background instantly and accurately. But that’s just the beginning, and there’s a reason it has become a go-to tool for businesses on every scale.
Founded in 2019 by Matthieu Rouif and Eliot Andres, the company has gained significant traction for its tools that help small businesses enhance their product images. Photoroom initially focused on commerce photography, providing a background removal tool that allows small business owners to edit product images without the need for professional photographers. This tool became especially valuable during the COVID-19 pandemic when e-commerce saw a significant boost and businesses needed to adapt quickly.
Rouif, who previously worked as a product manager at GoPro, was frustrated by the manual process of removing backgrounds in Photoshop. This led him to study machine learning and partner with Andres, a machine learning and computer vision engineer, to develop Photoroom. “We try to do useful AI,” Rouif said. “We don’t start from the lab and push the technology. We start from user need and then develop algorithms based on what they need.”
The startup’s innovative approach caught the attention of many, leading to practical applications like the Barbie Selfie Generator, which was used by 13 million people last summer to create digital movie posters. Despite this popular feature, Photoroom’s primary focus has been on assisting small businesses. “On these platforms, you need the right background, and we had amazing technology on segmentation, which is removing the background,” Rouif explained. “And this is where Photoroom started to take off.”
Photoroom’s background removal tool allows users to isolate products from their backgrounds, making their listings more professional and attractive. This capability has been crucial for businesses selling on platforms like Amazon, eBay, and Poshmark. “Our goal is to be useful to small businesses,” Rouif said. “We believe AI is leveling the playing field and it’s actually very impactful for small businesses.”
Beyond background removal, Photoroom offers additional tools such as a batch photo editor, retouching tools, and AI features for resizing or expanding images. These tools help small businesses enhance their product images by adding shadows or making other adjustments to stand out from competitors.
Photoroom has developed over 15 AI models, trained with data from photographers and stock photography providers, and has continuously improved its offerings based on feedback from its photo editor community. The platform now boasts 30 million active users. With backing of about $60 million, including a Series B round in early 2024, Photoroom plans to facilitate easier collaboration for small-business users and expand its services to larger companies.
