IMG Performer or Smush?
Smush is the best-known brand in the segment. AVIF and the stronger compression are Smush Pro (WPMU DEV account). IMG Performer brings AVIF, AI labelling and alt text locally.
Smush is the best-known image optimization plugin for WordPress. The free version compresses losslessly and, since v3.12.0, no longer has a bulk limit. AVIF, the stronger compression and the CDN, however, are reserved for Smush Pro – and Pro runs through a WPMU DEV account. IMG Performer brings AVIF in a standalone Pro version, labels AI images under the EU AI Act and generates alt text – all local, no account.
| IMG Performer | Smush | |
|---|---|---|
| Vendor | Enfants Terribles digital GmbH (Hamburg) | – |
| Processing | local, on your own server | local (Free) / Smush Cloud (Pro, CDN) |
| Account required | no | no (Free) / WPMU DEV account (Pro) |
| AI model (alt text) | your choice – Mistral (France) recommended | – |
| Billing | license, no quota | – |
| Data protection | no image transfer to third parties; DPA only for the optional alt-text AI | – |
| EU AI Act Art. 50 | yes, already in the free version | no |
| WebP / AVIF | yes (AVIF in Pro) | Smush Pro only |
| AI alt text | yes (Pro, your own API key, no credit cap) | no |
| AI image detection | automatic (C2PA, EXIF, AI-tool signatures) | – |
| Marker in all image sizes | yes – machine-readable marker in every size incl. WebP/AVIF | – |
| Visible label | yes, customizable design (Pro) | – |
| Platforms | WordPress | – |
| Cost | Free · Pro €69/year or €9/month | Free · Pro from $36/year (single site, regularly $60) |
Last verified: August 2026. The current vendor pages are authoritative.
Where the difference is
- AVIF: with IMG Performer in a €69 annual licence; with Smush tied to Smush Pro and the WPMU DEV account.
- Smush generates no AI alt text and offers no EU AI Act labelling.
- IMG Performer processes entirely locally; the stronger Smush compression and the CDN run through the Smush cloud.
When Smush is the better choice
If you are already a WPMU DEV customer, want to use the Smush CDN, and need neither alt text nor AI labelling.
When IMG Performer fits
If you want AVIF without a membership, process locally, and cover AI labelling and accessible alt text at the same time.
Similarly lean, but without a membership model: IMG Performer or Converter for Media?.
Disclaimer
Note: Information on features and prices – including those of IMG Performer – reflects our knowledge at the time of publication and may change. We accept no liability for its accuracy. The current product and pricing pages of the respective providers are authoritative; information on IMG Performer is available at img-performer.enfants.de.
Frequently asked questions
Does the free Smush version have a limit?
The former 50-image bulk limit was removed in v3.12.0. AVIF and the ultra compression remain Pro.
Do I need an account for IMG Performer?
No. Only the optional alt-text feature uses an AI provider through your own key.