VSCO Cuts 24 Staff to Pivot Toward Professional Tools

The photography platform VSCO has confirmed a workforce reduction of 24 employees as part of a strategic pivot. The company is moving away from its struggling consumer-facing business to prioritize the development of specialized tools for professional photographers.

In an internal memo, CEO Eric Wittman explained that the consumer segment underperformed against initial projections, and several recent growth experiments failed to gain the anticipated traction. Despite these setbacks, Wittman highlighted that the company achieved EBITDA-positive status in three of the last four years and maintains a significant user base, claiming the app is installed on more U.S. devices than Reddit.

Strategic Restructuring and AI Focus

The layoffs, which affected staff in the company’s marketing, technology, and program management divisions, are described as a necessary step for long-term efficiency. Wittman stated that the organization intends to transition into an “AI-native company” over the next five years.

The company’s updated roadmap includes several technical and product-focused priorities:

• Building an AI-powered assistant designed to streamline user workflows across its suite of tools.
• Developing a revamped, AI-native photo editor.
• Redesigning the public Photo Galleries feature to better serve photographers curating their professional portfolios.
• Strengthening core business pillars, including its AI Lab, TFP (The Film Photographer), and Sites.

“Valued members across all departments were impacted,” Wittman noted in an official statement. “The company is restructuring and adjusting internal operations to be more efficient and effective in delivering long-term success and value for photographers.”

Market Positioning Amid Competition

VSCO’s shift comes as larger incumbents like Adobe Lightroom, Google Photos, and Canva aggressively integrate generative AI into their platforms. By narrowing its focus, VSCO appears to be betting that a dedicated platform for professional creators—bolstered by its recent launches like the Canvas collaboration tool—will offer a more sustainable competitive advantage than attempting to compete directly in the broad consumer market.