A computer-implemented method for automatically displaying variable image content in an image product includes automatically obtaining markers in photos or videos in a user account which includes detecting features in image content of the photos or the video frames and obtaining a marker for one of the photos or the video frames, automatically identifying a sequence of similar photos or videos if the markers detected in the photos or the associated video frames include more than a predetermined number or percentage of common features, detecting a marker in a photo product by a user device when the photo product is viewed by the user device, identifying a marked photo incorporated in the photo product based on the marker detected in the photo product, and enabling photos or videos in a sequence photos or videos associated with the marked photo to be displayed on the user device.