Greeting card specialist thortful scales AI powered face swap tool after more than 250,000 uses

Greeting card specialist thortful has announced plans to scale its Face Swap tool after customers completed more than 250,000 swaps since its launch in January 2025.

In what it previously called an industry first, the solution allows users to merge photographs of faces into its cards using facial mapping technology.

The feature was previously only available in the thortful app but is now launching on the retailer’s website this month. The web version will help users to choose the best photographs for the most effective face swaps. 

The tool analyses the photos uploaded, detecting key facial features such as eyes, nose, mouth, and overall face shape. These are then digitally extracted and adjusted to match the pose, lighting, and style of their chosen design. 

thortful says that no photos will be stored with third parties in the process and they will not be used to train AI face swap models.

Pip Heywood, Managing Director at thortful, says: "We’re taking personalisation to the next level with Face Swap, a feature that combines humour, creativity, and the uniqueness of our incredible creator community in a way that only thortful can.”

“This is more than just innovation, this is about having cards that can only be from you, only for them, thanks to the magic of our creators and the technology behind thortful. It’s a proud milestone for us and true to thortful’s mission to consistently innovate and bring the latest technology. We can’t wait for everyone to try the web version."

2025 RTIH INNOVATION AWARDS

AI will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.