In some embodiments, a server, system, and method for automatically creating a photo-based project based on photo analysis and image metadata is disclosed. The method includes the steps of: receiving a plurality of images from a user-device, reading embedded metadata from the plurality of images, and storing said plurality of images in a data repository; performing photo analysis on the plurality of images in the data repository to determine a visual content and relevant metadata in the images; customizing the photo-based project automatically by performing one or more automatic customization actions based on the visual content in and the relevant metadata in the plurality of images; placing the plurality of images automatically in one or more particular page layouts of the photo-based project based on the customization performed; and generating a printed product comprising the plurality of images based on the customization performed.