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AI content creation platform, Picsart, has appointed Lusine Yeghiazaryan as Chief Financial Officer as the company shifts its focus from photo editing toward a video-first, AI-powered production model.
Yeghiazaryan joins from SADA Systems, where she served as CFO and oversaw the company’s expansion into new services and AI revenue segments, managed a partnership with Google Cloud and led SADA’s strategic sale to Insight Enterprises. Her career also includes management roles at Diebold Nixdorf, Deloitte and GoPro.
A platform in transition
Picsart, which has more than 100 million monthly active users and over 2.5 billion downloads, is expanding beyond its origins as a photo-editing platform into what the company describes as a comprehensive creative technology stack.
The company reports that its users have created more than 1.1 billion AI videos and images since launch, with year-to-date AI usage up 270 per cent year-on-year based on internal data from August 2025 to August 2026.
The platform’s ecosystem now includes video-first tools, a Creative AI Agent Marketplace, CLI and MCP integration compatible with Claude and Codex, and desktop expansion via AI Playground.
Financial strategy aligned to video pivot
As CFO, Yeghiazaryan will lead global financial strategy, with an initial focus on aligning Picsart’s financial trajectory with its video-first direction while balancing fiscal discipline with the pace of investment required for AI-led growth.
Founder and CEO of Picsart, Hovhannes Avoyan, framed the appointment as arriving at a turning point for both the company and the creative technology market.
“As AI and video transform how people create and communicate, we are focused on scaling the opportunities with the greatest potential to drive long-term growth and value,” Avoyan explained. “Lusine’s experience building and guiding high-growth technology businesses will be instrumental as we execute on that ambition.”
Yeghiazaryan pointed to the combination of Picsart’s user base, consumer engagement and market positioning as factors in her decision to join.
“Picsart has the rare combination of global scale, strong consumer affinity and significant upside across some of technology’s most dynamic markets,” Yeghiazaryan commented. “I’m excited to help shape the company’s next chapter by pairing ambitious investment in AI and video with disciplined execution and a clear focus on monetisation and value creation.”
Last Updated on September 4, 2026 by Nick Ross
