How Pixieset achieved 35% AI feature adoption by solving the right problem with Amazon Bedrock

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This post is co-written with Ry Rainey and Graham Gibson from Pixieset. Photographers and artists are among the most skeptical audiences for generative AI. They have watched it threaten their craft and flood their industry with synthetic work. A 2025 MIT study found 95% of enterprise Generative AI pilots deliver zero measurable returns. Pixieset is an all-in-one photography business service providing photo galleries, websites, stores, studio management, and photo editing. Pixieset hosts over 8 billion photos and is trusted by millions of photographers worldwide. They cut through that skepticism by asking the right question: what tasks are our users forced to do that pull them away from their craft? The answer took them from concept to production in four months, drove significant subscription upgrades in week one, and has 35 percent of their applicable user base still using the feature sixteen months later. Each year, Pixieset runs a company-wide hackathon where teams experiment with new technology and explore what’s possible. It was through the hackathon that the team first saw what generative AI could do. When it came to product development, they brought that curiosity back to the customer problem. Pixieset Websites makes it straightforward for photographers to create a website for their business. The data showed that most photographer websites had little to no alt text. Alt text is a unique and accurate description for each image on a page. Without alt text, images are invisible to search engines. A typical photographer’s portfolio contains hundreds to thousands of …

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