The Dead Pixels Society podcast

When Nostalgia Meets AI: The Future Of Photo Commerce with Mediaclip

Gary Pageau Season 7 Episode 254

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What if the best product designer is the one you barely notice? We sit down with Mediaclip CEO Marion Duchesne to explore how photo and product personalization is moving from heavy, time-consuming builders to fast, elegant flows that deliver a finished result in a single action. From early DVD slideshows to Flash and now a cloud-native, API-first platform, her team’s throughline is simple: clean UX, strong templates, and conversion-first design that helps people actually buy what they create.

Duchesne explains why Mediaclip refused to build a shopping cart and instead integrated deeply with Shopify and WooCommerce. That focus unlocked speed for retailers and micro-merchants as social and email now drop shoppers straight into the builder. We dig into AI without the hype: Connectors that let brands choose where intelligence adds real value—autofill that reduces friction, layout suggestions that feel human, and cross-sell that shows your design on apparel, wall art, or gifts without extra effort. The conversation also tackles a surprising growth driver: insecurity fueling nostalgia. When life gets uncertain, people reach for physical keepsakes, and that emotional pull is driving double-digit growth across long-tail catalogs.

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Hosted and produced by Gary Pageau
Announcer: Erin Manning

Erin Manning:

The Dead Pixels Society Podcast is brought to you by Media clips, Advertek Printing, and Independent Photo Imagers I. Welcome to the Dead Pixel Society Podcast.

Gary Pageau:

Hello again and welcome to the Dead Pixel Society Podcast. I'm your host, Gary Pageau, and today we're joined by an old industry friend, Marion Duchense, who is the CEO of Media clip, and they're based in Montreal. I don't know anyone who doesn't know who Mediaclip is and hasn't met Marion at some of the numerous events over the past years, but she's here to talk about the future and trends in product personalization. Hi, Marion. How are you today?

Marion Duchense:

Hi, Gary. Yeah, I'm good. I'm good. I'm glad to be here.

Gary Pageau:

First, let's talk a little bit about Mediaclip as a company, how you started it, what you saw as the opportunity back then for to start really one of the first high-quality photo personalization software companies.

Marion Duchense:

Yes, thanks. We will be celebrating our 20th years of existence in 2026. Yeah. Congratulations. Thank you. Thank you. Yeah, I've started, I used to work for Bell Canada, which is a telco company, and I was in strategic planning and uh was over applicating, and it was so boring. So I decided to get pregnant at that time, and it's during my maternity leave that I wanted to put pictures of my babies on things to give as a gift to grandparents and you know friends and so on. And I realized that there were nothing on the market, so and the software was so complicated or they didn't offer any tools. I've decided to call Loblaws, Costco, and uh Walmart as well in Toronto. And I got appointments like pretty easily with no contacts. So I thought that was surprising. So that gave me an insight that there was something to do there. And yeah, so I've started providing a DVD service to Loblaws in Fujifilm Canada. So people were going on low blows, uploading their photo, choosing music, and were burning V VDs with the pictures, the slideshows, and so on. So but the the the volume was not big enough. So I was planning to go back to my job. But uh Fuji came to me and said, Do you know somebody that can uh can develop photo book software? So I had friends who had a development service company, and we decided to move forward and we've developed our first Flash version of PhotoBook. And then Fuji came back to us because it was really, really cool because Flash was enabled really nice and cool UI back then. Exactly. Yeah. And yeah, they asked for other products. So I had put all my economies and savings in this. So I've decided to start my own company. So I took the employees, from which I have three of them that are still with me. And we started Mediaclip at that time, and we've realized that investing in you know software for one product was too expensive. So we start what we know as Mediaclip right now. So we're selling an on-premise solution, offering any type of personalized product. But 10 years ago, we decided to, when you know, when they they said that Flash was like devil, we we write everything in JavaScript, and then we've decided to bring our solution in the cloud. So we we started and now we have the media clip of, which is I would say, our main product. We still have some customers on the on-premise version, but most of our customers are on the cloud now. So here we are 20 years later.

Gary Pageau:

What I find fascinating is you stayed kind of committed to the vision of the gorgeous UI environment, but you've managed to change that across different platforms, right? You you went started on DVDs, then you went to Flash, then you kind of changed all those things, but you the consistent thing has sort of been the media clip process. And I think that's probably attributable to some of your longtime employees. Like you said, you've had people there from the beginning, which is unusual for a company 20 years along to have the same leadership team.

Marion Duchense:

Yeah, and I would say that even in the our existing employee base, we almost have no churn, which is really amazing. I'm pretty lucky. So we develop the knowledge of the industry because it's easy to do a software. You know, it's uh it's not that much complicated. It requires a lot of investment though, but to get a product from you know the user, get what they see online is a challenge. And limit the production error and so on, there's a lot of knowledge that we've built over time. So our current competency is really the conversion rate and make it easy for the user. So yeah, we kept that uh that line. And I think that increasing seeing all the retailers offering more and more products, I find it exciting because I think that everything needs to be personalized. You know, I like to be unique. I'm the kind of person that likes to have my own stuff. So yeah, so it's just exciting, and the industry is still exciting, even after 30 years.

Gary Pageau:

One of the things that I think that is interesting about your company is you know, unlike a lot of people who kind of started the kind of the the photo software companies, is that you yourself are the customer, right? You created what you wanted to create, as opposed to you saw this great investment opportunity and you dumped a bunch of money into it. You actually said, I want I want to create what I want out of this industry.

Marion Duchense:

Exactly. Exactly. So I've started wanting to put pictures on products, and that's what we're doing right now. So I think that's one of those media flips train at some point, the user experience. And obviously, it's really because we're a bunch of women. I think we need that clip, as you know. And I think that you know, we are the the the the the target market, most of it. And we have some regards on user experience because it's developers, you know, they do really cool stuff, yeah, but you know, they don't buy much products now. They do with the F kids, but I think that having this perspective of uh the consumer, I think is uh a big string of media clubs.

Gary Pageau:

I yeah, I think it is true. And also you mentioned the conversion rates, right? Because we've all seen the issues with people creating products, they spend time with photo books, they spend time making collages and things, but then they don't buy. Yeah. Right. I mean, that's always been an industry challenge. What has been Media Clips' approach to addressing that specifically?

Marion Duchense:

So we work on make it easy for the user to create their products. So we offer a lot of templates in the covers and rate, you have to give a UI that provides functionalities, but not like a pizza. So we're doing a lot of testing and user testing. It has to look, you know, to have a nice and clean UI. Also, we are developing features where that you don't have to get into a designer. Obviously, between you and me, you want to create a Canva or you want to create one photo product, you don't need that much designer, you know?

Erin Manning:

Right.

Marion Duchense:

So we're working on things like flick to print, or we have some work that we're doing right now with some AI that we will launch, obviously, hopefully this year. But yeah, to make it easier for the user because all they want is to do quick product. And I think that AI will help us with that. And also we provide a lot of functionalities where we do merchandising. So we take the collage and the creation that the user has done and we put it on other products. So we have upsell and cross-sell functionalities within the builder. So that helps a lot as well in terms of conversion and basket value. So I think it's important to think about the user, and I think this is something we are doing well.

Gary Pageau:

So one of the things I think you mentioned AI, which is kind of interesting because I've talked to your technical team and your CTO, Christian, for a few times, and he's always kind of said, you know, he hasn't had the warmest regards for AI specifically, but you guys have always had machine learning and all of those kind of things. You've had that for years, actually.

Marion Duchense:

Yes, yes, we do. And we do a lot of stuff. You know, AI is a big buzzword as well. So we have a lot of pieces of technology that are algorithms and we have nice stuff. We have like a really cool autofill that uh we've developed. So yeah, we've been working with this for uh quite a long time, but on the user side, we've developed a connector for AI for our retailers to choose where they want AI. We wanted to learn before making sure that we provide an AI functionality that really brings value to the end user because it's very expensive. AI is expensive right now. So we've developed a connector and we don't we don't think that we've grasped exactly where the AI should go. Uh we have a lot of ideas. We will uh, you know, we have some products and features coming this year, but I think that at the end, the you know, the consumer wants it to be really easy and quick. So they want to have like a they want to be in the moment and get the product in a single action. And this is why I think that uh the designer should be, how can I say that? I want to be irrelevant, I want a designer to be irrelevant. Right. And we're doing a lot of stuff in that sense right now, and we're providing a lot of stuff. So yeah.

Gary Pageau:

But I think that's actually pretty trendy right now, that sort of idea where the application kind of disappears behind the user experience, right? I mean, that's kind of what's happening in the AI world with ChatGTP and Gemini sort of becoming part of other applications and knowing you know people are gonna be calling to AIs as part of just, hey, make me a mug with my picture on it, and the AI will just find all the assets and do it. Right.

Marion Duchense:

Exactly. Exactly.

Gary Pageau:

So when you started out, things were really different, right? There were no real smartphones, there was a big there was a big screen, so you've had to do a lot of adaptation to not only different screen sizes, but now different product sizes. I know, for example, one of the challenges that every personalized product platform has is you know dealing with garments, right? Shirts, you know, you're now printing on shirts and clothing and and pillowcases and fabrics and all these other things, which are wildly different than where you came from.

Marion Duchense:

But the advantage that we have right that we have said the beginning is that we've developed uh not only a designer, the designer is what you see is a UI, but Media Clip solution is really based on APIs, which means that we can adapt pretty quickly to any changes and be customer demand. So, like you said, we're launching this year all overprint approval website for us to test the market. Right. And we got some challenges because of the quality, you know, of the print on a shirt or whatsoever, but it was a challenge. You know, we we developed the knowledge and now we will be able to provide all overprint in the software. But it was API and designs challenges, but we got over it. So yeah, the the architecture led us to uh adapt to any changes. So I think that's something that we did pretty good. It was a good decision at the beginning.

Erin Manning:

Yeah.

Marion Duchense:

Yeah. I think the architecture, and thanks to Christian, because with the developers, you know, they really create an architecture that, you know, we're still there. And we get an evolution without huge investment, which is pretty cool.

Gary Pageau:

I think one of the things that has kind of made a media clip a success in the marketplace is you've chosen not to do some things, right? Like I remember when I know it was like 10 years ago, you said, we're not gonna do a shopping cart. We're just not gonna do this. And I think it was one of the best decisions you probably made because that's a that was a big distraction, right? You let you and you integrated with WooCommerce and Shopify and all those people. So tell tell me a little bit about your thinking and reaching that decision. Because that's where everyone was going 10 years ago. We're gonna build a complete solution, we're gonna build everything.

Marion Duchense:

Yeah, I think that's where my NBA helped me as an entrepreneur. I would say that's one of, I think the only thing you can help me. I've learned that you know the core competency had to focus on it. And core competency of creating a designer for product personalization is totally different of building an e-commerce platform. And even at that time, we see a lot of e-commerce platforms building up with marketplaces and tools for conversion for marketing, and and obviously, you know, the the market, in the market as a retailer, you need to have those tools to get to the consumer because it's really expensive to the customer acquisition is expensive. So you need all the tools provided by the e-commerce ecosystem. So we didn't want to go on that path because you know it was not part of our competencies, and it would require a huge investment to keep up and provide the right tools. So instead, we did we decided to develop plugins for the e-commerce platform to make sure, you know, to remove the technical buyer for retailers so now they can install Shopify by example, our solution in Shopify, and you know, click, click, click, and it's done. Then they just have to configure their products. So I think it was a good decision. But to be honest, sometimes we question ourselves if that's a good idea. But uh no, we kept on on building a you a designer, and I think that was a good and right decision.

Gary Pageau:

Yeah, yeah, I I I mean, looking back, I think you know, other people have adopted that sort of approach, right? Where you it's it's really in the software development world, it's very difficult to be all things and to be great at all things, unless you're a Microsoft or a Google or Apple or something. And even then they get it wrong a lot of the times, right? So I think that was as a corporate decision, that was a great decision. So looking forward to 2026, we're recording this in January, it's gonna drop in early February, you know, the year is young. Um what are some of the product personalization trends you see? Because obviously, like you said, we mentioned apparel. Apparel seems to be a hot thing. Um, the whole creator economy idea seems to be a hot thing, you know, plugging into those networks where you have you know influencers and YouTubes or whatever having merch stores and those kind of things, right? So what is your perspective on that as a trend?

Marion Duchense:

I think the the I think that the market is you know is it's booming. To be honest, I'm still on the high from the 2025 Olive seasons number. Most of our customers succeed with double-digit growth. And it's pretty exciting. And I think one of the reasons is because they had products in their offering, and users are demanding more and more product, not just souvenir, but also gifts like engraving and so on, and also lifestyle products. So I think that the long tail strategy was the right one, and I think this will continue as well. Another driving force, I think, is the insecurity. Insecurity is not isolated anymore in some regions in the world. It arises in many regions now. So, and you know, when when people feel insecure, that leads to nostalgia. Okay, and as a defense mechanism, there's a lot of studies that show that people when they feel insecure, they tend to look back at good memories and it makes feel them like more safer and grounded. So they buy emotionally charged products, and I think that photo keep safe is a way to hold on to that. So I think that the market will grow significantly in 2026. So I think that the the curve will continue. So this is pretty exciting. As for the trends like AI will be everywhere on the you on the user side, but also in product personalization. So we I think that we're gonna see more effective tools for other layouts, uh suggestive uh to suggest creative uh designs, photo edition as well. So I think that AI will take its place, and I think it's gonna be more effective. Uh we'll we'll see as well. I think uh, you know, there's been a lot of um work done, omni-channel personalization uh initiative, but I think some will be successful this year because the user don't go on a website now that much to buy products. So usually they follow the it you follow them from an emails or an ad and you bring them directly into the product itself. So we don't have to reset the experience. So I think that you know, at each touch point we remember what the user was interested in and we'll provide them, you know, the right product at the right moment already made. So they I don't think that people will still shop that much. I think that with the AI and you know, we will be able to provide a user by example. You give access to a retailer, access to your photos, and you're gonna have ads or email with your photo on the product, and the only thing you will have to do is click buy, you know. So I think this strategy will be more successful. We have the tools now, so we will see, I think, my success in that matters.

Gary Pageau:

Now, when you talk about AI, uh where do you see the place for generative AI specifically in terms of you know a lot of people are using AI for you know product selection or things like that, but what about like creating a picture? You know, some people feel very strongly that that's a big opportunity, other people see that's more entertainment, it's not for like you just said, nostalgia, right? It's not creating printable images because it's not authentic and real. Where do you see that going?

Marion Duchense:

I think that younger people, you know, they they they tend to like because we have the conversation internally in the in the corporate activity. And I don't understand that's because I'm old, I'm 53 years old. But I've been told that they want to have pictures like uh you know at the top of a mountain, even though they've never been there for me. I don't want a picture of me somewhere I didn't go. Right. But for them it's kinda a tool for self-promotion.

Gary Pageau:

Yeah.

Marion Duchense:

Obviously.

Gary Pageau:

So and but will they print that? That's the question.

Marion Duchense:

I think if you provide them the right product and you provide them at the right moment, just like I said, they have a moment, they want to to create a product in a single action. So I think that there's an opportunity for the uh generated ABI. I think. But uh right now, you know, for for hom decor, that's good. You want to have, you know, I want to have, I don't know, a zebra in my in my uh living room. And I want you I want it to be pink because my uh sofa is pink, you know? You can create your own images. So I think in Home Decor, that's the that that that that's really relevant. Yeah.

Gary Pageau:

Yeah, I can only see that where you would let's say you're putting together a display of wall tiles and things and you want to adapt the pictures to match your furniture.

Marion Duchense:

Yes, exactly. So I think there's a lot of opportunities in general. Yeah.

Gary Pageau:

Okay. Interesting. Because like you said, I'm I'll just admit I'm older than you are, so when I see these things, I you know, I I I just don't see them as output opportunities as much. And that's just maybe my own personal bias, you know, because I'm you know I'm not a kid anymore. So, but you know, so when because when I think of printer output, I think of more like you, I think of permanence, authenticity, reality, you know, preservation. But again, that's you know, it's a cultural thing. So interestingly, you said you got an internal discussion on this topic. Uh let's talk a little bit about your team on this, right? So, you know, you've grown over the years. So have you made a point of bringing on younger people with different perspectives to help you on that?

Marion Duchense:

Yes, exactly. So we had uh I had an activity where I was asking them, where do you see me like clip in 10 years? And what kind of products we will be offering? What kind of product will be personalized? So and that that was pretty fun because they had some ideas that I had a few years back. But they came up with their perspective. And and I think that you know, I cannot myself dictate where we're going because like I said, I'm older. My kids grew up already. I'm a grandmother now, so maybe I'll come back to some instant. But I don't get it that much, you know, all those fake images and you know, it's no, this is not, you know, I'm older. So I need I need their ideas, their perspective, their experience, and what they're looking for. And that helps me to, you know, build a future, obviously. Right. So yeah.

Gary Pageau:

Yeah, because I think that's important, right? I mean, to stay true to your mission of, you know, kind of the creativity, the expression, whatever, but not be so firm in your in your past experience to neglect where the cu where the industry is going.

Marion Duchense:

Yes, exactly. Because, you know, you get some bias over time, especially after 20 years. And like I said, I have a lot of people are that, you know, are working with me since many years. So we've developed this kind of you know mindset over time. Right. And we need to make sure that we don't, you know, stay there. We have to open up and you know put all those walls down. So I need to be challenged, and that's what I like from uh for young people.

Gary Pageau:

Yeah. So one of the things that's kind of changed is, you know, you mentioned, you know, you were working with some big retailers back in the time. Well, the whole retail landscape has changed, right? You know, kiosks were a thing, they're less of a thing now. There's still a few out there, obviously, thousands, but not what they used to be. And so it's quite possible in in the near future there'll be fewer bigger retailers, but a lot of tiny micro retailers.

Marion Duchense:

Yes, for sure. Yeah, the market is changing a lot. And there's a market concentration as well right now that we see in the printing side, and and customer behavior is changing. I don't think that like I said, people you know want a product pretty quickly, and the omni-channel personalization initiatives will lead to fragmentation. So I don't think that retailer will be where people will buy their photo products anymore. I think social media, AI, though like Jim and I, or ChatGPT, or some kind of integration with those with those AI. So yeah, I think that yeah, things are changing.

Gary Pageau:

And well, retailers still will still have a place. I mean, they always will, but their relationship will have to evolve as well, right? You know, they're gonna have to enable social purchasing and all of those kind of things to be relevant to customers, right?

Marion Duchense:

Exactly. And that's true for any type of products, I think.

Gary Pageau:

Right.

Marion Duchense:

So yeah.

Gary Pageau:

But even photo is a little different, and I'm used photo in in quotes because it's obviously more than that, but it's really the only product I can I know of where the user is required to input visual content to create something. Yeah. Right? It's the it's the only thing that's out there. Like if you're shopping for a pair of shoes, you're not uploading your design of the shoes. And I hope eventually that's well, eventually we will be able to do that, obviously, with 3D printing and all these other wonderful things coming. But right now, I mean, photos have always been that way. And that's always been the challenge, I think, to the industry is activating the consumers, right? Getting people to you know, finish that photo book they started or look at that great picture and not just be happy with it on a screen to say, no, I need a physical copy of that in on in another form, right? I need a wall art, I need this, I need that. So do you think that's gonna change over time with AI, where AI made, like you said, pre-create products for I think this is where we all need to go.

Marion Duchense:

I think this is what they're expecting to have products already made. They will be willing to to give access to their pictures. Right. And we're getting a lot of information so we can provide them already built product. Right. And I think that's key. We will still have some customers like PhotoBook. A lot of people like to put a lot of time and they put their art in the city. Yeah, absolutely. So it depends on the product, obviously, and the mean of it. Is it a gift? Is it a souvenir? Is it you know but but yeah, I think that we yeah, I'm gonna have the challenge to uh to provide them the right product already.

Gary Pageau:

Well again, you're talking we were talking earlier about biases, and I think those biases are gonna be real apparent because there was a time where you know people of a certain age were reluctant to give information. Yeah, you know, your private information. And now younger people have no problem with that if they're going to get something out of it, right? Exactly. In the scenario you're talking about, not only do I give, let's say, Google Gemini access to my pictures, but Google Gemini has seen my my apartment and it knows I've got a bare spot on the wall, and it would say, you know, what would look good there would be this picture of your pink zebra.

unknown:

Right.

Gary Pageau:

I mean, I think it's going to get to that point where it's gonna know so much about you and it knows your preferences that it'll it'll suggest products or things for your environment or things you might enjoy.

Marion Duchense:

Yeah, I totally agree. But the the the the funny thing is that in right now we see a huge challenge with the security and accessibility. So we have do you see we see that you know, like the European Accessibility Act, we have the G VPR that it keeps adding more and more and more uh uh constraints, I would say. So it's kind of uh a little bit uh paradoxal. I don't know if we can say that in English, but yeah, it's it's funny because we get those laws, but on the other side you see younger people that are willing to give away all the information if they if they get something out of it.

Gary Pageau:

Right. So not sure what is it and and you are a global company, so I mean that is one of the challenges you have, I'm sure, in many of these countries like you. You have you have different laws in different countries in terms of what you can access, what you can do, what you can suggest. That must that must take several team members alone just to manage that.

Marion Duchense:

Right, it's a UJ. And like I said, the Accessibility Act by example. We had before that uh WCAG in US and North America, and now we have to comply with this with this act. So we need to change the UI, and it's a lot of investment, and obviously that that doesn't bring that much to the my customer. And as for us, you know, it's it's to be honest, it's it's a boring thing. But we need to do that. And same for and you see the cyber attacks, like I we I get a certification for ISO 2701, and I think everyone will need to get those those compliance and certification. But it's a lot of investment, and in each region there's specific laws in Japan for uh data privacy, they have their own, you know, laws. So yeah, it's it's just it's just a cost of it. It's bringing a lot of headache, especially because we deal with you know major retailers or global companies, so we have to comply to all those things.

Gary Pageau:

Yeah, but it's just part of the cost of doing business, right? The whole, like you said, the whole cybersecurity thing and all that. I mean, no one's gonna make more photo books because or or well other because you've got an impenetrable website. I mean, it's just the cost of doing business you've got to deal with. Totally agree. So you mentioned earlier as we come to the conclusion that you're very bullish on 2026. Uh can you kind of expand on that in terms of maybe other trends that we haven't discussed that you think are gonna be driving this? You you mentioned nostalgia, you mentioned you know personalization, you mentioned you know, the creator economy. Is there anything else out there that you think is gonna help?

Marion Duchense:

But I I think that you know, the the products, all the the new technologies on the production side, it's pretty exciting. We're seeing like all the cornet, by example, development for apparel is huge. And it brings new sets of products and materials. And so it's pretty exciting. I think we will see also more on the on the sustainability side, you know, because people want products that are purposeful or eco-conscious. So I think that trend will grow as well and bring some some opportunities in the market as well. Yeah.

Gary Pageau:

Yeah, especially when you have the possibility of local fulfillment versus you know shipping something across country if it's couldn't be fulfilled locally, there's an environmental component of that.

Marion Duchense:

Exactly. Exactly. So I think that will push the market as well. Yeah, I think 2026 will be good.

Gary Pageau:

Good, good. So where can people go for more information about you know learning more about Media Clip and all the great things you guys do?

Marion Duchense:

Yeah, sure. Come on our website, www.mediaclip.ca.

Gary Pageau:

There you go. A proud Canadian company. Yes. Thank you so much. Great to see you and great to uh talk to you and hope to see you in person one of these days, one time sometime soon.

Erin Manning:

Thank you for listening to the Dead Pixel Society Podcast. Read more great stories and find up for the newsletter at www.theadpixelssociety.com.

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