With atomic systems, optically programmed trapping potentials have led to remarkable progress in quantum optics and quantum information science. Programmable trapping potentials could have a similar impact on studies of semiconductor quasi-particles, particularly excitons. However, engineering such potentials inside a semiconductor heterostructure remains an outstanding challenge and optical techniques have not yet achieved a high degree of control. Here, we synthesize optically programmable trapping potentials for indirect excitons of bilayer heterostructures. Our approach relies on the injection and spatial patterning of charges trapped in a field-effect device. We thereby imprint in-situ and on-demand electrostatic traps into which we optically inject cold and dense ensembles of excitons. This technique creates new opportunities to improve state-of-the-art technologies for the study of collective quantum behavior of excitons and also for the functionalisation of emerging exciton-based opto-electronic circuits.