Freepik has established itself as one of the leading platforms in the creation of audiovisual content driven by generative artificial intelligence, achieving exemplary transformation in a constantly changing sector. “We are experiencing a moment of great momentum as a company, but innovation does not stop, and we must continue to evolve,” says Paula Vivas, marketing director for the United States. The company, founded in Málaga, has normalized the launch of new features every few days, staying at the technological forefront and achieving sustained profits, which is uncommon among AI companies. The prestigious ranking compiled by A16z and Mercury in the United States places Freepik as the fourth most used AI application by startups, surpassed only by giants like OpenAI, Anthropic, and Replit. Joaquín Cuenca, co-founder and CEO, emphasizes that “being in the top five means that Freepik is essential for new companies looking to scale and tell stories innovatively.” Various analyses, such as that of the Boston Institute of Analytics, position Freepik as the best AI image generator, even surpassing Adobe. Founded in 2010 by Alejandro and Pablo Blanes along with Joaquín Cuenca, Freepik started as an image search engine for designers and has radically evolved thanks to artificial intelligence. Among its innovations is Freepik Spaces, a collaborative environment where creatives from different disciplines can work together, fostering collaboration in a sector where AI often promotes individual work. “We want to maintain the spirit of sharing and experimenting as a team,” Vivas points out. The entry of the Swedish fund EQT in 2020, with the acquisition of 53% of the company for 250 million euros, marked a turning point. Since then, Freepik has accelerated its growth by acquiring startups like Videvo, Iconfinder, Original Mockups, EyeEm, and Magnific, expanding its offerings and technological capabilities. The emergence of generative AI led Freepik to reinvent its business model, betting on innovation and the integration of international talent like Omar Pera, former Meta, to lead the AI area. Many employees have evolved from managing image banks to becoming experts in generative AI, testing and defining the models implemented on the platform. Currently, Freepik has 100 million registered users and one million paying subscribers, with accessible plans ranging from 5 euros per month to premium options with unlimited content generation. For large companies, Freepik Enterprise offers customized and legal solutions for multidisciplinary teams, facilitating access to all digital resources from a single platform. International growth is notable, especially in the United States, Brazil, and India, while the workforce has reached 500 employees, with offices in Málaga and San Francisco. The central location in Málaga reflects a commitment to employee well-being and urban life, while San Francisco fosters community with regular events and activities. Freepik has also gained prestige by organizing the Upscale Conference, an annual event in Málaga and San Francisco that brings together leaders in technology and creativity, solidifying the Andalusian city as a key point in the debate on the future of AI applied to creativity. Expansion continues with Upscale events in New York and Los Angeles, the latter focused on the application of AI in the film industry. By 2026, Freepik plans to strengthen its offerings in the audio field and continue developing collaborative tools that keep users within its ecosystem.