While U.S. tech giants like OpenAI, Anthropic, and Google build large foundational models, European innovators are increasingly carving out space in AI’s “edge cases” — practical, industry-specific tools that solve high-cost, high-friction problems. One of the clearest examples is BetterPic, a European AI imaging startup that has gone from bootstrapped profitability to securing $2.5 million in seed funding to scale its fashion and photography ecosystem.
AI that replaces the $50,000 photoshoot
BetterPic enables users to generate professional headshots from just a couple of selfies — or create high-quality product photos using real and digital models. With its BetterStudio product, brands can reduce costs by up to 100x compared to traditional fashion shoots, where expenses for photographers, models, stylists, studios, and equipment can easily range between $10,000 and $50,000.
In just 18 months, BetterPic hit $3.2 million in annual revenue without external capital, an exceptional feat in the startup world. More than 32 million professional photos have already been generated on its platform, including work for Fortune 500 clients.
BetterGroup, the parent company of BetterPic and BetterStudio, is headquartered in Belgium. Founded by Ricardo Ghekiere and Miguel Rasero, it is one of Europe’s fastest-growing AI challengers.
“Achieving multi-million dollar revenue without external capital is extremely rare, and it’s a testament to our focus on product-market fit, sustainable growth, and customer obsession,” said Ricardo Ghekiere, Founder and CEO of BetterPic. “Now, with this investment, we can double down on scaling our B2B offerings — while keeping our strong margins and customer success intact.”
Backed by fashion and tech leaders
The $2.5 million round was led by MOC Capital and Shilling VC, with support from a range of notable angels across tech and fashion: Louis Jonckheere (Showpad, Wintercircus Ghent), Matthias Geeroms (Lighthouse), Joris Van Der Gucht (Ravical), Hyperson (AI agency), and Severine Nijs (fashion veteran and founder of Jackie Lee Modeling Agency).
Nijs, an early pioneer in digital modeling, emphasized that BetterPic is not replacing humans but extending opportunity:
“We’re not replacing models. We’re creating more access for creators, brands, and individuals to participate in fashion without traditional gatekeepers. All of this is done within a clear legal framework that protects the real person behind every digital presence.”
Her agency, which represents more than 2,000 models, is now experimenting with BetterModels — Verified AI twins of real models, built under ethical and legal standards.
A European challenger to Big Tech
According to investors, BetterPic represents a new guard of European AI startups.
“There's a real changing of the guard happening in AI, and it's Europe's time,” said Marcin Zabielski of MOC Capital. “BetterPic has a Silicon Valley-level product with European DNA — pragmatic innovation that reaches profitability fast and solves real industry pain points.”
By merging real and digital models, BetterPic is pioneering the world’s first AI-powered platform that integrates Verified AI twins into professional fashion shoots. The implications for fashion are huge: designers can test outfits virtually, retailers can generate campaigns instantly, and individuals can access professional portraits without a traditional shoot.
The bigger picture: AI and Smart Fashion
What makes BetterPic particularly interesting is how it aligns with the broader Smart Fashion economy — where AI, blockchain, and digital identity converge to create new value chains in fashion. BetterPic’s tech cuts production costs, decentralizes access, and empowers both professionals and everyday users, proving that fashion is one of AI’s most commercially viable frontiers.