Generative media is blowing up. That’s the gist of Vol.2 of @fal’s State of Generative Media report, which just came out today. So much to dig into here ahead of their Generative Media Conference later this week, here’s a few findings that stood out to me: - The AI-native companies drove the first wave, but enterprise is now the fastest-growing segment on fal (grew more than 4x in 6 months) - 3D and spatial is the fastest growing modality at 163%. Images and video improved quickly, but 3D was hard to crack as it’s very complex, compute-heavy and unforgiving. By generating the underlying material data (the full set of PBR maps a renderer actually needs) rather than a flat picture of a surface, there have been massive improvements here (fal’s homegrown Patina model is a good example). - Embedded generation is also growing faster than standalone generation. Most people will never bother picking a model on their own. Object removal, virtual try on, extra product angles etc, will all be generated running inside tools people already use like Canva and Figma. - It’s more about what combo of small, fast, task-trained models you can chain together, vs. one single greatest model to rule them all. (@ailker has a good metaphor here: You wouldn’t expect a single person to have a Michelin star, an Oscar, and a World Cup trophy.) - As @OdinLovis writes, that is why there are around 1400 models on fal. Even the far less powerful ones can do something no other model can. They integrate roughly a model a day (!!)