Integration Spotlight: Imgix brings AI-powered image enhancements to Contentful

You may already be familiar with Imgix, a real-time image processing and optimization service available in the Contentful Marketplace. Imgix enables developers and content teams to deliver fast, responsive, high-quality visuals using simple URL-based transformations.

Now, Imgix is going further — bringing a new wave of AI-powered image features directly into the Contentful experience. These new tools help teams rework, clean up, and enhance assets on the fly, reducing reliance on reshoots and manual design work.

If you’re managing large content libraries or producing assets for fast-moving digital campaigns, these new AI capabilities can help you move faster and do more — all within the Contentful platform.

Built for responsible AI

Let’s get this out of the way early: not all AI image tools are created equal. Many are trained on scraped web data, raising red flags around quality, ownership, and accuracy.

The Imgix AI engine is different. It’s trained on licensed, real-world datasets and built with data protection policies in mind. This approach helps mitigate the risk of hallucinations, ensures more consistent visual quality, and avoids the legal gray zones that come with unvetted generative models.

It’s AI that works — without the hand-wringing.

New feature: AI background replacement

One of the most immediately useful additions is the AI background replacement tool. It allows content creators to seamlessly swap out image backdrops to better match themes, seasons, or campaign aesthetics — no reshoot or image editing required.

Here’s an example:

We start with a straightforward product image: a simple table in a neutral setting.

Let’s say we want to refresh this asset for a spring campaign. By applying the bg-replace parameter to the image URL and providing a prompt (e.g., “floral spring background”), Imgix generates a new, AI-built backdrop that replaces the original.

Even better, when you resize the image for different formats, like wide banners or vertical placements, generative fill ensures the new background adapts naturally, extending into the space without distortion. It's perfect for reusing the same core image across multiple channels or adapting visuals for localized campaigns, all without rework.

New feature: object removal and prompt-based replacement

Sometimes, an asset is 95% usable — but that last 5%? It’s a problem. Maybe there’s an unwanted object in the frame. Maybe there’s something that doesn’t align with your brand or campaign message.

Imgix now supports Object Removal, along with an optional Object Removal Prompt for intelligent replacements.

Let’s say we’ve got a backyard photo, but there’s an unsightly bush that needs to go.

Using the object removal parameter, Imgix removes the object and fills in the background to keep the composition clean and coherent.

If needed, you can go a step further and specify what should appear in place of the removed item. The AI will generate the replacement based on your input, so the final image still looks intentional, polished, and campaign-ready.

This helps teams clean up assets quickly and painlessly, extending the usefulness of existing image libraries without manual intervention.

New feature: AI upscaling for older or low-res assets

We all have them: legacy assets that still carry value, but don’t quite meet the visual quality standards of today’s digital channels. Whether it’s an older campaign image, a UGC submission, or a photo pulled from your archive, Imgix can now help.

The new AI-powered upscaling tool automatically improves the clarity and resolution of low-quality images. It sharpens detail, smooths pixelation, and gives your visuals a refreshed, high-res look — making them suitable for modern web and mobile experiences.

This lets you keep using valuable imagery without compromising your brand’s visual standard. It also means less time spent hunting down replacements or planning reshoots when an older asset still tells the right story.

Easy integration into Contentful workflows

All of these AI features are available via the Imgix app in Contentful. That means your team can browse, select, and modify image assets directly within the CMS without jumping into design tools or waiting on new renders.

Within the Contentful web app, you can apply AI transformations using URL parameters, preview the results in real time, and insert updated images into your content with zero friction. For developers, these features can also be automated through Imgix’s API, allowing dynamic updates to visual assets across environments. Want to serve localized versions of an image with different backgrounds or formats? Want to test multiple variants of the same asset in a campaign? Imgix makes it possible — with minimal dev overhead.

Wrapping up

The updated Imgix integration brings powerful, flexible image editing tools into the hands of the people who need them most: content teams working in fast-paced environments.

These new AI features are especially valuable for marketers managing campaign visuals at scale, editors localizing global content, and developers streamlining media delivery across different devices and layouts. By bridging the gap between content production and image optimization, Imgix helps Contentful users move faster and deliver better visual experiences — without adding complexity to the workflow.

Whether you’re swapping out a background, cleaning up a photo, or trying to get more mileage out of your asset library, the new Imgix AI toolkit is worth exploring. It’s available now in the Contentful Marketplace.

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