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I know nothing about photography or picture effects but what does the AJ image feature do?
From images I've uploaded it seems to enhance the color somewhat but does tend to darken certain images?
Is there a name for the effect or feature out of interest?

I think it sharpens or balances out the image. For most of mine I notice it will make the colours sharper, however it seems to always make the image brighter as well and I figure that might come from how I use a white background.

It is the same (roughly speaking) as an automatic level adjust in photoshop/gimp. It basically makes the dark areas a bit brighter and the bright areas a bit darker, increasing contrast at the same time. In most instances it is not needed, but if you have a model that has a lot of dark bits that did not photograph well, it can bring out the detail quite nicely.