VSCO Pivot to Pro: 24 Laid Off in AI-Fueled Restructuring
VSCO is betting big on professional creators.
The photo-editing powerhouse confirmed it has laid off 24 employees as it restructures to refocus on tools for working photographers. CEO Eric Wittman said the cuts hit marketing, tech, and program management, but emphasized the company’s core strength. “VSCO’s core app is installed on more U.S. devices than Reddit,” he noted in an internal memo, signaling the platform’s massive consumer footprint even as it chases a more sustainable business model.
The decision follows a challenging period for the company. Wittman admitted consumer revenue declined more than expected and some newer growth initiatives failed to meet targets. Despite this, VSCO has remained EBITDA-positive for three of the last four years, suggesting disciplined financial management amidst market shifts. The move highlights a broader trend in the creator economy: separating “prosumer” tools from enterprise-grade workflows.
VSCO’s path forward is defined by a single word: AI. The CEO declared the company must “operate as an AI-native company” over the next five years. This isn’t just about hype; it’s a calculated pivot to outpace competitors like Canva and Adobe Lightroom. The roadmap includes a revamped “AI-native” editor, an AI assistant to streamline workflows, and a redesign of its public Photo Galleries. These features aim to turn VSCO into a comprehensive ecosystem, not just a mobile filter app.
Crucially, VSCO is doubling down on its “Pro” business. The strategy involves strengthening its foundation through the AI Lab, TFP (Talent First Platform), and Sites (portfolio hosting). Last year, the company launched a marketplace connecting photographers with brands. This year, it shipped AI-powered collaboration tools like Canvas. By integrating AI directly into professional workflows, VSCO aims to differentiate itself from generalist apps adding AI as a feature rather than a core function.
For the photography community, this pivot signals a maturing platform aiming to sustain a career, not just a hobby. While the layoffs are a difficult reality, the strategic clarity is vital. VSCO is moving beyond the crowded consumer photo space to build the operating system for professional visual storytelling. For photographers betting on the future of AI, VSCO is making it clear: it intends to be the platform powering it.
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