Mistral buys Paris adtech startup Pimento in its third acquisition of 2026
Mistral AI has acquired Pimento, a Paris-based generative AI company that creates advertising content, as part of its third acquisition this year.
The acquisition was first mentioned on Monday by L’Informé, and Mistral confirmed it to AFP the same day, citing a price of “several million euros”.
Two sources have now shared different numbers for the deal. L’Informé said Mistral would pay about €3.8 million. On Tuesday, Sifted reported the deal is worth €12.7 million in cash and shares, based on documents it reviewed.
Sifted’s number clearly includes equity, but it’s unclear if L’Informé’s does. Mistral has not confirmed either figure, and we have not independently verified them.
Mistral is mainly interested in Pimento’s team. The company says Pimento’s staff will join its engineering and product teams to work on Vibe, its conversational assistant, formerly known as Le Chat.
Pimento co-founder Florent Facq also said on LinkedIn, as reported by...
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