In 2016, we released PrintAI, a pioneering algorithm to take complete control of creating a varied and interesting design from a user’s photos. Our customers could use the algorithm to create Photo Books that appeared professionally designed, in less than 5 minutes.

A core philosophy of our business is that technology should do the heavy lifting for our users, so automation has always been an intrinsic part of our product. In the current Generative AI age, we can develop even more ways to elevate our customers’ experience, without making our software more complicated to use.

In this post, we share how we applied Amazon Bedrock and the Amazon Nova family of models to reimagine our Title Suggestion feature. By combining metadata, computer vision, and retrieval-augmented generative AI, we now automatically generate creative, brand-aligned titles and subtitles across 12 languages. Using the unified API of Amazon Bedrock, Anthropic’s Claude 3 Haiku, and Amazon Nova Lite and Pro, we improved quality, reduced cost, and cut response times. This resulted in higher customer satisfaction, measurable uplifts in engagement and purchase rates, and over 5.5 million personalised titles generated in 2025.

When a customer receives their Photo Book, the first thing they see is the front cover, with a prominent title and subtitle. A high-quality title and subtitle elevate a Photo Book’s design, however most customers aren’t professional copywriters and many of them settle for simple titles like “France 2024”, “Photos from Spain” or even, “Photos”.

To help users elevate their photos, we developed and launched a feature called Title Suggestion, which has been available to our users since 2021.