The news: Photo editing and social media app VSCO launched Canvas, an AI-powered collaborative moodboard that lets users import photos and tweak them with AI-generated visuals via text prompts, per TechCrunch.
- Canvas runs in desktop browsers and rivals Adobe’s AI moodboard and Visual Electric.
- It’s free for VSCO users but they are limited to one project and 100 generation credits. Pro members, who pay a $5/month subscription, get 50 projects and 500 monthly generation credits.
VSCO, which had 200 million users as of 2024, is pivoting from mobile photography to creative tools and could become the dark horse challenger to Canva, CapCut, and Adobe, provided it can balance affordability with ease of use.
A burgeoning creative tools sector: AI adoption in creative tools and processes is accelerating, transforming how marketers develop campaigns.
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66% of brands and agencies worldwide are using generative AI (genAI) tools for image creation and editing, per Digiday.
- 50% of marketers create content using artificial intelligence, per SurveyMonkey.
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45% use AI to brainstorm content ideas, which fits in with Canvas’ collaborative use case.
VSCO’s advantage is that it can blend AI and image production with media sharing and collaboration features to meet rising demand.
The challenge: Consumers are increasingly skeptical of AI-generated marketing content, with 40% of Gen Zers and 42% of baby boomers saying that brands employing AI in their ads seem like scams.
The opportunity: VSCO designed Canvas for ideation and collaboration with more human oversight, not just AI image generation, reducing the risk of low-quality output. As a standalone app, it suits businesses wary of complex software subscription plans.
Key takeaway: VSCO’s Canvas enters a crowded field but sidesteps direct competition by leaning into its community roots. Its focus on human-led ideation and collaboration makes it less likely to trigger customer skepticism while making itself attractive to advertising and marketing workflows.
Go further: Read our US Consumer Sentiment Survey: AI Adoption report.