From COVID Pivot to AI World Building: How Snapbar Reinvented the Photo Experience

What does it take to reinvent a 14-year-old company—not once, but twice?

In this episode of Just Now Possible, Teresa Torres talks with Sam Eitzen (Co-founder & CEO), Joe Eitzen (Co-founder & CPO), and Patrick Ellis (CTO) of Snapbar about one of the most unexpected pivots in the generative AI era. What started as a wedding photo booth side hustle became a national events company—and then COVID wiped out the entire business overnight. What the team built in response now looks so AI-native that Teresa assumed Snapbar was a new startup.

You'll hear how they went from physical photo booths to a cross-platform virtual product built on WebRTC in spring 2020, and then—pushed by declining repeat business—dove deep into Stable Diffusion, custom LoRA fine-tunes on H100/H200 GPUs, and eventually a reasoning-model-powered generative image and video pipeline. Along the way, they built an agent orchestration framework for their engineering process using Claude Code and Codex, and are now giving brand customers the ability to "vibe code" within the Snapbar platform itself.

If you've ever wondered what applied AI looks like when you combine 14 years of industry knowledge, photography expertise, and relentless curiosity-led self-education, this episode shows exactly that.