fal grew from infrastructure problems Burkay Gur and Gorkem Yurtseven had encountered while working at Coinbase and Amazon. They founded the company in 2021 and focused on making AI inference fast and practical enough to use inside real applications. Generative media became a central focus: creative applications need images, audio and video without making users wait through slow or costly processing. fal's model APIs give developers access to that infrastructure so they can build creative experiences around models while the platform handles their execution.
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