According to Geektime, citing a TheMarker report, the main reason for the layoffs is the decision to halt FIBO development entirely, as its costs are too heavy against well-funded rivals such as Runway and Black Forest Labs. Following the move, VP of research Ron Mokady left the company, and VP of business Amit Goldenberg moved to an advisory role.
The company will keep offering Bria Create, a platform for generating marketing images and videos with an emphasis on copyright, and said it has a "financial horizon" that allows it to continue operating. Bria was founded in 2020 by Dr. Yair Adato, its CEO, and has raised about $65 million, including a $40 million round in 2025, from investors such as Red Dot Capital, Entrée Capital and Intel Capital.