How Pimento Brings AI-Powered Performance to Marketers with fal

Background

Pimento was founded with a mission to make creation more accessible for marketers and agencies who need high-converting ads to improve their marketing campaigns performance. Pimento was co-founded in late 2022 in France by Tomás Yany and Florent Facq, who came into the project with a strong background in photography and computer vision.

The early days were about experimentation and looking at how emerging models could be applied to creative workflows, art, and visual storytelling. As the work progressed, the company's focus became sharper.

Instead of building purely for novelty, Pimento began zeroing in on how to help marketers generate high-quality and performing ads more easily, and how editing could be built into the process so results felt relevant and campaign-ready. The vision was to build a performance and creative copilot that kept pace with the speed and demands of modern marketing.

Before fal

As Pimento’s product evolved, the team encountered a series of friction points with existing AI infrastructure. Providers varied widely in speed and reliability, which made it difficult to ensure that user flows remained smooth. Some models were strong but slowed by long cold starts, while others lacked the production quality necessary for marketing-grade content. Switching between providers to test new models added engineering overhead and disrupted focus.

For Pimento, where the promise of the product was “fluid creation”, these gaps were more than technical inconveniences—they risked breaking the very experience that defined the product. Fragmentation across vendors also meant additional contracts, billing, and support processes, further distracting the team from their mission of enabling marketers.

Why fal

Pimento first heard positive sentiment about fal through peers and decided to test it out. Right away, benchmarking showed a clear difference. fal's cold-start times were much faster, cutting generation down by 80%. That alone was a big improvement for users. Another factor was how quickly fal made new models available, which meant Pimento could adopt them right away instead of waiting around.

But the technical side wasn't the only reason. The relationship with the fal team stood out. The fal team was quick to respond, open to feedback, and willing to run tests and benchmarks together. That hands-on collaboration contrasted sharply with previous providers, where problems were often left unresolved. Trust and responsiveness became just as important as raw performance.

After fal

The move to fal delivered immediate improvements. Infrastructure complexity decreased significantly as the team consolidated providers, and engineering focus shifted back to R&D and product development: how to bring the best value out of the models, and how to combine them effectively for marketing use cases. User flows became faster and smoother, removing friction for users and reinforcing Pimento's core value proposition.

With the reliability and speed of fal behind them, the team accelerated its roadmap, doubling the pace of shipping new features and scaling adoption among customers. What once felt like infrastructure firefighting turned into a stable foundation for rapid, creative innovation.

Next Focus and Upcoming Initiatives

Looking ahead, Pimento is investing in expanding its capabilities for marketing teams. This includes building more advanced advertising workflows, broadening the formats available for creative generation, and integrating more tightly with campaign management tools.

The vision remains the same: to be the trusted creative and performance copilot for marketers and agencies around the world. To get there, Pimento seeks to maintain this speed and ease of use while potentially moving towards a more customized stack.