Scaling AI-powered event marketing with F9 Infotech and AWS

Premagic’s core value proposition is velocity: delivering branded photos to attendees while the event hype is still alive. Unlike traditional galleries, Premagic is designed to push content to attendees in near real time to encourage social sharing. Achieving this speed, however, presented technical challenges. Traffic patterns required scaling up to handle millions of high-resolution uploads and AI processing requests during live events, then scaling down instantly.

As the platform expanded across 180 countries to support 3,000–5,000 events monthly, the infrastructure costs of this data-heavy engine escalated by 10 percent each month. Additionally, enterprise customers required their visual data to remain within specific regions for compliance. Premagic needed a strategy to manage this global image-distribution network without letting cloud costs affect profitability.

Premagic initially chose AWS to dynamically scale infrastructure for unpredictable event traffic. For years, the company’s solution has run on Amazon Simple Storage Service (Amazon S3), an object storage service, to store massive volumes of assets. The solution identifies attendees through Amazon Rekognition, which automates and lowers the cost of image recognition. For dynamic image resizing and normalization, the company uses Amazon Elastic Compute Cloud (Amazon EC2), which provides secure and resizable compute capacity. Premagic can manage high-volume throughput more economically by using Amazon EC2 Auto Scaling to add or remove compute capacity to meet changing demand. For secure delivery of content with low latency and high transfer speeds, the company uses Amazon CloudFront. By implementing this caching layer, Premagic can minimize direct Amazon S3 API operations to reduce operational costs. The company also employs AWS Elemental MediaConvert to prepare its on-demand content for distribution.

To optimize this architecture, Premagic worked with F9 Infotech, which brought deep technical expertise. “F9 Infotech is incredibly hands-on,” says Mevin Babu, cofounder of Premagic. “They lend their team to debug critical issues and have been instrumental in optimizing our infrastructure costs.” Working with F9 Infotech, Premagic optimized its compute layer by deploying Amazon EC2 Spot Instances to run large-scale workloads at a significant cost savings. The company also uses AWS Graviton processors, which are custom-designed server processors developed by AWS to provide excellent price performance for cloud workloads running on Amazon EC2. With the help of the partner, Premagic maximized its savings through Savings Plans, which can save up to 72 percent, and Amazon CloudFront Security Savings Bundles, which can save up to 30 percent. F9 Infotech collaborated with Premagic to implement intelligent strategies to reduce duplicate downloads and data transfer costs. Serving as Premagic’s security operations center partner, F9 Infotech provides constant monitoring and quarterly security audits. The partner is also supporting Premagic in pursuing certification from the International Organization for Standardization.

F9 Infotech helped Premagic architect deployments across multiple AWS Regions, including the United Arab Emirates and Europe. This way, Premagic can reach new enterprise customers and enter into longer-term contracts with existing customers through Regional-data-storage capabilities. “Having that feature helped us win annual contracts,” says Babu. Premagic is now compliant with the General Data Protection Regulation and other Regional data-sovereignty requirements. And F9 Infotech is helping set up data storage for companies in their respective Regions. The partner also opened doors to customers across several countries where it maintains a local presence, helping Premagic grow and support an international customer base.

Working alongside F9 Infotech, Premagic has achieved its goals of optimizing infrastructure and reducing costs. By implementing Spot Instances and other recommendations from F9 Infotech’s audit, Premagic decreased its monthly infrastructure costs by 30 percent. In addition, monthly billing stabilized after years of 10 percent month-over-month growth. “We can maintain 99.9 percent availability while serving more than 100 million images and 400 TB of images and videos for 3,000–5,000 events each month,” says Mevin Babu.

For event organizers, this reliability translates directly into brand reach. The solution delivers photos instantly and seamlessly, optimizing them for social media feeds rather than static folders. As a result, attendees share photos more frequently, creating organic buzz and FOMO during the event. With a stable pipeline for distributing images cost effectively, Premagic is positioned to further expand its automated marketing capabilities. “AWS is the right choice for us,” says Rajesh Radhakrishnan, chief technical officer at F9 Infotech. “And F9 Infotech is there to support Premagic in having a presence in multiple regions, expanding their product, and increasing business.”