Facet raises $13M to add photo editing features Photoshop can only dream of

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In short, the company has created an AI-powered photo editing tool that can be accessed using an API. This means you can have extremely powerful batch photo editing that’s like a mash-up between Snapchat’s photo filters, Adobe Lightroom’s batch editing features, Photoshop’s flexibility, and the collaborative powers of Figma and the like. And yet, the tool is capable of doing things that have not been seen in the photo editing space till now. aspect Just raised $13 million from Two Sigma Ventures with the participation of excel, Basis Set Ventures, Slow Ventures And South Park Commons,

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To say that I have a higher-than-average interest in photography is an understatement – I used to be a professional photographer, and have written 20-ish books about photography. So when Facet reached out to me to say they had something new in the photo editing space, I was overjoyed, followed by “extremely confused.” Even after talking to the company’s founders and investors for an hour, I still couldn’t get my head around exactly what the tool is, nor what it’s for.

It all became more clear when I got a chance to play around with the tool for myself. I uploaded a gallery of dance photos I shot at a recent Lindy by the Lake dance event in Oakland, and let the facets do their work. The web-based editor has a steep learning curve—a learning wall, if you will—but I was able to do some editing pretty quickly that would have been difficult, if not impossible, in Photoshop.

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A filter I made was “detect background, then blur and desaturate the background.” Foreground/background detection on images wasn’t perfect, but for photos where it worked, it was a really quick way to make photos pop – without having to open and edit each individual image in the photo editing suite .

The background was desaturated and blurred automatically by Facet in the image on the left. The origin is on the right. The result isn’t perfect, but the Facet was able to do this for 200 photos in just a few minutes – an incredibly impressive feat of AI image editing. Photos by Hage Kamps, Editing by Facet’s AI.

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Facet is specifically aimed at professional-grade image editing where you need to prepare and render a large amount of photos, but — as with Photoshop — it can be used in dozens of different ways. which is limited only by the creativity of the image-makers.

“As you edit an image and layer on those changes, we analyze each edit and we figure out how to transfer it to a much larger content library, allowing you to automatically add your presets.” This is very powerful for maintaining brand consistency in a campaign to ensure that all of your products, photos are consistent,” explains Joe Risinger, CEO and co-founder of Facet. “An example is someone like Spotify. You’ve probably noticed the duotone effect they are so famous for when it comes to album covers. We can build this and give you a reusable image editing pipeline with API endpoints, so you can process thousands of photos very quickly.

The company’s selection and filtering tools are powerful and infinitely scalable. The company has a consumer-grade platform that hobby photographers can use, but where the company really shines is when tools are used by creative software developers to access APIs.

“Instead of trying to adapt outdated, print-centric software for the Internet age, we’re building out the creative tools we need with a content-aware image editing platform,” Risinger said.

An example of the Aspect interface. In this screen shot, I’ve asked the tool to desaturate and blur the background. It’s incredible when it works, and something I’ve wished Lightroom could do for years. When that doesn’t work (see the middle two photos, where only the woman’s leg is in color, or where the instrument failed to recognize the dancer’s face as the foreground), it’s a little frustrating. Having said that, it is possible to download images as layered Photoshop files, so it will be difficult to clean up – and the time saved in the batch editing process will be huge. Image: Screenshot from Aspect Tools

“One aspect I really like about Facet is that it enables asynchronous collaboration. You can define the style of a photo, and the designer can create several different images without having to manually edit each photo. -Can use the same style on different photos. You can programmatically encode the look and feel of a photo, and copy them from one image to another,” said Sigma Ventures, the principal investor in Facet’s round Dan Abelen, partner at “

“It’s not just about making money. The aspect is going to have a huge impact on the creative community and the wider web. I can say that they want to make a mark on the web as a whole, and that is something we really want to make a difference to. I was also attracted to it,” Abelen said.

The company will use its recently expanded battle chest to illustrate the next few steps after the Series A: Expand the team, find more traction and devise a strategy to go to market. You can do this Sign up for a free trial in Facet to kick the tyres, More plans start at $24 per month for professional users and $50 per month for high-level team users with API requirements.

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