A new iOS app called Phota Labs gives users an AI photo assistant that transforms ordinary snapshots into images that look professionally taken, while keeping the authenticity of the original moment. The app, launched by startup Phota Labs, is backed by a $5.6 million seed round led by a16z.
Phota Labs was founded by Cecilia Zhang and Zach Xia, who previously worked together at Adobe on computational photography products including Project Indigo, Lightroom and Photoshop. The duo identified a gap in existing editing tools, which they say can enhance photos but struggle to fix images that were not captured well in the first place.
The app focuses on improving the shot itself while preserving the natural appearance of the people in the image. Users can choose from different photography styles, from subtle edits that keep the original lens and composition to more dramatic transformations that add effects like fisheye lenses or entirely different perspectives.
Zhang said in an interview that Phota is a proactive personal photo assistant. Images edited with Phota Labs include invisible watermarks that identify them as AI-altered when shared on social platforms.
The founders emphasised authenticity. Xia said the team put significant research into understanding personal context and building an identity model in an effort to keep photos authentic and make them better photos of the same moment, rather than AI images. Beta users, according to Xia, were excited to see improved versions of moments they had actually lived and viewed the results as photos of real memories.
Zhang said the app turns unusable images into something people want to print, adding that users who never got into editing can now experience professional quality.
The startup is initially targeting people who take many photos and share them on social media but find editing tedious. Over time, the founders expect a broader audience including retirees and parents. Phota Labs is launching as a free app to build an initial user base before exploring a freemium model. An Android version is planned for the future.
Analysis
Why This Matters
- The app offers an alternative to generative AI tools that often alter people's appearances, by using personalisation technology to preserve identity.
- It lowers the barrier to professional-quality photo editing for everyday users who lack time or skill.
- The launch reflects a growing trend of AI being used to enhance real-world images rather than generate entirely new ones.
Background
Phota Labs is a startup founded by former Adobe engineers who worked on products like Lightroom and Photoshop. The company raised a $5.6 million seed round led by a16z last year. The app operates on iOS and uses proprietary AI to automatically improve photos while keeping subjects recognisable.
What to Watch
- User adoption and whether the freemium model gains traction.
- The planned Android launch timeline.
- How the app's invisible watermarking for AI-altered images is received on social platforms.
Checked
12 claims in this story checked against 1 source: 12 supported.
Show each claim
- SupportedPhota Labs has launched an iOS app that turns everyday snapshots into professional-looking photos.Startups | TechCrunch: “A new iOS app called Phota Labs gives users access to a personal AI photo assistant that turns everyday snapshots into images that look like they were taken by a professional photographer”
- SupportedThe app uses AI while preserving the natural appearance of people in the photos.Startups | TechCrunch: “Phota Labs changes that by focusing on fixing the shot itself while preserving the natural appearances of those in the image.”
- SupportedThe startup is backed by a $5.6 million seed round led by a16z.Startups | TechCrunch: “In terms of funding, the company raised a $5.6 million seed round led by a16z last year.”
- SupportedPhota Labs was founded by Cecilia Zhang and Zach Xia, who met while working on computational photography products at Adobe.Startups | TechCrunch: “The a16z-backed startup was founded by Cecilia Zhang and Zach Xia, who met at Adobe while working on computational photography products, including Project Indigo, Lightroom, and Photoshop.”
- SupportedThe founders saw a gap in existing editing tools because they can struggle to fix photos that were not captured well in the first place.Startups | TechCrunch: “The duo saw a gap in the editing tools on the market and believed that although editing tools can be powerful for enhancing photos, they aren’t very effective at fixing a photo that wasn’t captured well in the first place.”
- SupportedUsers can choose styles ranging from subtle edits preserving the original lens and composition to dramatic transformations such as fisheye effects or different perspectives.Startups | TechCrunch: “Users can choose from different photography styles that determine how AI transforms their images, ranging from subtle edits that preserve the original lens and composition to more dramatic transformations that introduce effects like fisheye lenses, alternative angles, and entirely different perspectives.”
- SupportedZhang described Phota as a proactive personal photo assistant in an interview.Startups | TechCrunch: ““Phota is your personal photo assistant that can make great photos for any moment you want to keep before you even ask, which means that it’s a very proactive experience,” Zhang told TechCrunch in an interview.”
- SupportedImages edited with Phota Labs have invisible watermarks identifying them as altered by AI when shared on social platforms.Startups | TechCrunch: “Images edited with Phota Labs feature invisible watermarks that identify them as altered by AI when shared on social platforms.”
- SupportedXia said the team researched personal context and built an identity model to keep photos authentic and make them better photos of the same moment, rather than AI images.Startups | TechCrunch: “That’s why we spend a lot of research into understanding personal context, into building this identity model because we want to make sure the photos are authentic. They’re just better photos of the same moment, rather than saying, ‘Oh, this is an AI image’.”
- SupportedXia said beta users were excited by improved versions of moments they had lived and saw the results as photos of real memories.Startups | TechCrunch: “Xia said beta users were excited to see better versions of moments they had actually lived and saw the results as photos of real memories rather than AI-generated images.”
- SupportedZhang said Phota can turn unusable images into ones people want to print, and that people who never got into editing can experience professional quality.Startups | TechCrunch: ““We’re turning something that’s unusable into something that people want to print,” Zhang said. “People who just love photos but never really got into editing can now experience professional quality that could never have been possible.””
- SupportedPhota Labs is launching as a free app before exploring a freemium model, and plans an Android app in the future.Startups | TechCrunch: “Phota Labs is launching as a free app to build an initial user base before exploring a freemium model. The startup also plans to launch an Android app in the future.”