Picsart now allows creators to ‘hire’ AI assistants through agent marketplace

The design platform Picsart has launched an AI agent marketplace, enabling its user base of over 130 million creators to employ specialized AI assistants for specific workflows. The move comes as industry interest grows in agentic AI capable of executing multi-step tasks, shifting the user's role from a hands-on operator to a strategic director. According to Picsart founder and CEO Hovhannes Avoyan, the goal is to allow creators to set a direction and have the agent build and execute a plan based on real data, with the creator providing final approval.

The initial rollout includes four distinct agents. 'Flair' integrates directly with Shopify to act as an e-commerce assistant, analyzing market trends to recommend product photo edits and, in a future update, running A/B tests. 'Resize Pro' uses generative AI to intelligently extend image and video frames to fit various social media dimensions, aiming for a composition that looks intentional rather than cropped. Other agents include 'Remix,' for applying a consistent visual style like “vintage film” across a photo library, and 'Swap,' for bulk background changes. To mitigate risks of unintended actions, users can set “autonomy levels” that require manual approval before an agent makes changes.

Picsart's marketplace represents a practical application of AI agents within a vertical market, targeting the specific needs of social media managers and online merchants. By embedding these tools into an established platform and allowing interaction through common messaging apps like WhatsApp and Telegram, the company is positioning AI as an operational utility rather than a novelty. This strategy of offering task-specific agents, likely requiring a premium subscription, provides a clear path to monetization and serves as a test for how agentic AI can be successfully integrated into the creator economy.

Picsart is betting that specialized, workflow-integrated AI assistants are a more direct path to commercialization than general-purpose agents. By focusing on automating tedious but high-value tasks within its existing ecosystem—like optimizing Shopify product shots or batch-resizing social content—the company is grounding agentic AI in tangible business operations, a model that could prove more sustainable than open-ended conversational AI.