ImageFX

You may have heard of Firefly, DALL·E, even Microsoft Image Creator. But there's a quiet giant hiding in Google Labs that's creating fresh, realistic images with minimal noise or oversampling.

ImageFX is hiding

Despite Google 's lofty reputation in the AI ​​and Machine Learning space, ImageFX is a powerful image generator that remains buried under a mountain of other flashy tools and marketing gimmicks. It's part of Google Labs—a testing ground for the company's most cutting-edge projects. More specifically, ImageFX is one of the innovative tools available in Google's AI Test Kitchen , where users can experiment with their creations.

You won't see it pushed front and center on the home page, it takes a bit of searching. That's a shame, because what ImageFX can do right now for free is a glimpse into the next era of visual image creation. It uses Google's own Imagen 3 model, which prioritizes realism, lighting accuracy, and composition over artistic abstraction or surrealism.

This isn't a tool for creating surreal dreamscapes or abstract chaos, but one designed with clarity and authenticity in mind. ImageFX is structured very differently from the usual AI image generators that are popping up every couple of months. In a space cluttered with tools that focus more on style than substance, ImageFX feels minimalist in the truest sense.

Surprisingly, Google doesn't seem to be trying to promote the tool. There are no social media influencers talking about it, no paid plans, no targeted ads. It seems to be hiding in a corner, quietly beating out much louder competitors.

What makes ImageFX so different?

At first glance, the ImageFX interface looks pretty simple. A single text input box, 4 generated image results, a simple refresh button, a few arrow keys. There's no marketplace, no discovery feed, no built-in community, no distracting junk. That's exactly what makes ImageFX feel so focused and premium.

Imagen 3—the model that powers ImageFX—was trained on a dataset that seems to prioritize accuracy in how scenes, lighting, and textures come together. You can input something like 'a leather-bound notebook on a wooden table in warm light' and get back images that look like a still-life artist would have staged them. Everything from the highlights on the surface to the way shadows wrap around the object is rendered realistically.

Most image-generating models struggle with fine details. Subjects, environments, textures, and perspectives often fall apart under the pressure of real-world accuracy. ImageFX maintains its impressive performance. Edges stay sharp, depth of field is handled according to the photographer's true perception, and composition follows basic visual rules without the need for text in the field prompts.

The tool listens, meaning you don't have to over-emphasize or over-describe. Just a clear line or two of intent is enough. For those who have spent hours struggling with other tools, this is a refreshing change. You don't need extensive post-processing or useful creative AI features to edit your work – most prompts produce clean images in one go.

It also works surprisingly well on mobile. Unlike many generators that struggle with cramped phone interfaces, ImageFX's clean UI adapts smoothly, making it a viable tool for creating concepts on the go. Whether you're sketching out ideas at a coffee shop or crafting images during your commute, the platform won't slow you down.

Remind Chips make reminders easy and fun

Prompt Chips are one of those features that you don't appreciate until you use them, then suddenly you wish every AI model had them.

After entering a basic prompt, ImageFX will present you with a small row of adjustment buttons. In my experience, the first set of options tends to be the same for every prompt, but if you click the "More" button, the resulting options will be dynamically generated based on the information you enter.

Some chips may include changes like dramatic shadows, pastel colors, close-ups, surrealism, or vintage photo styles. Clicking on any chip will recreate the image with the new parameters interwoven.

There are many advantages to using these chips when you create artwork.

First, you don't have to figure out which modifiers are compatible or waste time entering variations. The AI ​​offers choices that seem logical in the context of your prompt. It eliminates confusion and helps come up with ideas you might not have considered.

Second, not only does this take the guesswork out of it, it also gives you a little inspiration when you might be stuck. If you're not sure which direction to take a shot, the chip allows you to switch between aesthetic approaches without having to experiment or type in specific, complicated suggestions.

And third, it's just fast. Just click once and you'll get four new renders. If you like one, you can quickly download it and then experiment with other chips. If you don't like any of them, just stack another chip and keep going. There's an intuitive system here that feels more like creative brainstorming than technical tinkering.

Realism on par with paid models

Many AI tools can create impressive artwork. However, when it comes to realism, it's a whole different challenge. ImageFX doesn't just aim for realistic images, it excels at creating near-perfect artwork.

Whether it's hard light, soft light, mixed temperatures or golden hour, ImageFX captures the essence and mood perfectly. ImageFX understands not only how light behaves, but how light interacts with surfaces, reflections and shadows in a way the human eye can understand. ImageFX makes glass transparent, metal reflective and skin realistic. Most tools struggle, but ImageFX really does it.

ImageFX also does a great job when it comes to image composition. Objects are often placed in a purposeful way, not randomly scattered. If you ask for a centered subject, ImageFX will make sure it's centered. If you ask for a top-down shot of a city, ImageFX will give you a believable perspective, not a mix of dynamic angles.

Texture and surface detail are another strong point. Fabrics look realistic, wood grain has depth, water ripples with realistic movement. Even when you zoom in, images tend to hold up better than you would expect from a free tool. There are no texture smears, no pixelation; just clean, purposeful images.

When you create images with ImageFX, you're not creating ideas that look like they were drawn by AI, you're creating images that could be considered real-life photographs. It's amazing how weird images can get.

Kareem Winters

Update 01 July 2025