Co-founder & CTO of Apiway
Sergey Fedorov
Last reviewed: .
About Sergey
Sergey Fedorov is co-founder and CTO of Apiway — an AI fashion photography platform for Shopify and Amazon clothing brands — alongside co-founder Anton Viborniy. Sergey owns engineering, infrastructure, and the AI generation pipeline; Anton leads product, GTM, and the commercial side. The two have built and shipped SaaS together for over a decade, across workflow-automation, integrations, and now AI fashion imagery.
On the engineering side, Sergey is responsible for Apiway's hybrid AI pipeline — the architectural choice that separates the platform from pure-AI tools. The pipeline mixes a real photograph (real model, real lighting, real skin) with AI-generated garments and scenes, so the resulting images keep the qualities a real camera captures (skin texture, eye micro-detail, natural asymmetry) and avoid the uncanny-valley fingerprint that pure-AI fashion images consistently produce. Day to day, Sergey leads the GPU generation worker fleet, the Supabase data layer, the S3 storage tier, and the credit/billing pipeline integrated with Stripe.
Apiway pivoted to AI fashion photography in 2026 from its previous incarnation as a B2B workflow-automation and integrations platform — the same founding team, a complete product rewrite. The original product earned verified reviews on G2 from agencies and operations teams; those reviews describe the older workflow-automation tool, not the current AI fashion product, but they confirm the company's history and the team's track record of building, shipping, and operating live SaaS at scale.
Areas of expertise
- AI image generation pipelines for fashion
- Hybrid real-photo plus AI-garment image pipelines
- GPU worker fleets for image generation
- Postgres / Supabase data architecture
- AWS S3 storage and presigned-URL serving for generated assets
- Stripe subscription billing and credit-based usage models
- Next.js application architecture at production scale
- B2B SaaS infrastructure and observability