Phota Labs has launched a new iOS app designed to function as a personal AI photo assistant by converting casual snapshots into professional-quality images. Founded by Cecilia Zhang and Zach Xia, the a16z-backed startup aims to automate the editing process by focusing on fixing poorly captured shots while maintaining the authenticity of the original scene. The technology allows users to transform images through various photography styles, ranging from subtle composition adjustments to dramatic changes in perspective, such as fish-eye lenses or alternative angles.
Unlike many generative AI tools that can alter a person's appearance, Phota Labs utilizes proprietary personalization technology intended to preserve individual identities. The company developed this identity model to ensure that transformations do not result in entirely AI-generated images, but rather improved versions of real memories. To maintain transparency, images edited with the app include invisible watermarks that identify them as AI-altered when shared on social media platforms.
“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.
The startup, which raised $5.6 million in a seed round led by a16z last year, is initially targeting social media users who want high-quality photos without the tedious manual editing process. The founders, who previously worked on Adobe products including Lightroom and Photoshop, intend to expand their audience to include retirees and parents. While the app is currently launching for free to build a user base, the company plans to explore a freemium model and eventually release an Android version.
