Ferroelectric photovoltaic materials offer an alternative to modern photovoltaic development by overcoming the bandgap limitations. However, the number of known compounds and photovoltaic efficiencies remain low. Here, we report the discovery of a photovoltaic effect in the undoped lead magnesium niobate – lead titanate crystal and a significant improvement in the photovoltaic response under properly chosen electric fields and temperatures. The photovoltaic (PV) effect is maximal near the electric-field-driven ferroelectric (FE) dipole reorientation and also increases by over 3 fold near FE Tc. Moreover, at FE saturation, the photovoltaic response clearly exhibits remanent and transient effects. The combination of such tuning possibility together with transient-remanent variations establishes photoferroelectric crystals as emerging elements for photovoltaicity and optoelectronics, with particular relevance to the all-optical storage and information processing.