GetPica, a platform specializing in AI-driven photo distribution, has raised €5 million (US$5.4 million) in a funding round led by PranaVentures.

This brings the total capital raised by the company since 2022 to €5 million (US$5.4 million).

Founded by Manolo Martini, Enrico Minotti, and Daniele Lazzara, GetPica uses facial recognition technology to grant secure access to event photos.

Users can view their images by uploading a selfie, ensuring that only authenticated individuals can access their content.

The platform operates in 55 countries and collaborates with over 400 clients, including Campari, Netflix, and Louis Vuitton.

The new funding will be used to enhance GetPica’s AI capabilities, expand its software-as-a-service model, and enter new markets, including the US, Middle East, and Asia.

🔗 Source: Tech.eu

🧠 Food for thought

1️⃣ Event tech evolves from utility to marketing engine amid privacy scrutiny

Event technology has transformed dramatically over the past decade, evolving from simple utility tools to sophisticated marketing platforms that capture and monetize attendee data.

GetPica exemplifies this shift by integrating content delivery with a marketplace and marketing automation tools, enabling brands to deploy personalized retargeting campaigns—a significant departure from the basic event tech landscape of previous years.

This evolution reflects broader industry trends where event technology has attracted substantial venture capital interest, with multiple companies raising between $5-10 million in funding rounds 1.

The facial recognition market specifically is projected to grow from $5 billion in 2021 to $12.67 billion by 2028, highlighting the growing commercial value of biometric data in event settings 2.

However, this growth faces significant regulatory challenges, as there is currently no comprehensive federal regulation of biometric data technology in the U.S., creating a patchwork of state-level approaches to privacy protection 3.

GetPica’s emphasis on a “privacy-first approach” responds directly to growing public concerns, as evidenced by over 100 artists and venues pledging not to use facial recognition at events due to privacy considerations 4.

2️⃣ AI funding cycles reveal pattern of hype versus sustainable growth