The State of Generative Media - Gorkem Yurtseven, FAL
Jul 16, 2025 · 17:14
Gorkem Yurtseven, co-founder and CTO of fal.ai, argues generative media lowers creation's marginal cost to near zero, transforming advertising and e-commerce. He traces evolution from DALL·E 2 to open-source models like Stable Diffusion and FLUX, with the playing field evening quickly. Video models (Sora, Veo 3) are accelerating: fal's platform saw video usage jump from near zero to 30% of revenue, and he predicts the generative video market 100x-250x bigger than image. Advertising leads with hyper-personalized, interactive ads, like fal's A24 campaign turning selfies into toy soldiers. In e-commerce, virtual try-on is a proven product-market fit. Future real-time video generation will blur games and movies.
