Alex Mashrabov didn’t got down to construct one other AI firm promising to revolutionize advertising.

At Snap, an organization popularly recognized for its flagship Snapchat product, Mashrabov led the corporate’s generative AI efforts. He had a front-row seat to how shortly tradition now strikes on-line—and the way typically advertising exhibits up simply after the second has handed. A track goes viral, a format takes off, a meme mutates into one thing new, and by the point a marketing campaign clears approvals, the web has already moved on. For youthful audiences that lag typically meant irrelevance.

“For a advertising crew, it’s very tough to determine daily what’s truly price consideration for youthful demographics,” Mashrabov advised ADWEEK. 

That disconnect grew to become the premise behind Higgsfield. Based in October 2023, the corporate positions itself as an finish‑to‑finish AI platform for social video creation that’s explicitly constructed for entrepreneurs.

In contrast to corporations racing to dispatch a single best video model virtually each week, Higgsfield positions itself as an orchestration layer. The platform affords entry to a rising roster of generative video instruments—together with fashions from Google, Freepik and others—permitting individuals to decide on which system makes essentially the most sense for a given immediate or inventive aim. 

Mashrabov borrows the corporate’s identify from quantum physics, the place the Higgs area is the invisible power that provides particles their mass. In advertising, he sees the same drawback the place manufacturers and creators could have concepts and tales, however video is the one approach these concepts achieve weight on-line. Higgsfield’s pitch is straightforward—flip quick‑shifting traits into tangible, on‑model video earlier than the second passes. 

As soon as on Higgsfield, the workflow is intentionally easy. Individuals can generate pictures, flip stills into video, animate presets, or construct AI influencers. Manufacturers can begin with a picture or immediate, chooses a preset designed for a selected social format, and renders a video already sized for platforms like TikTok or Instagram. Qatar Airways, as an illustration, used Higgsfield to provide a 2026 New Year submit on Instagram, turning static model property into short-form video. 

The platform’s early adoption skewed closely towards creators. Musicians together with Snoop Canine, Madonna and Will Smith used Higgsfield to enhance present content material, experimenting with digicam controls and visible results, Mashrabov stated. Over time, that experimentation advanced a inventive steering for entrepreneurs, shifting from storyboards to completed video.

Right this moment, about 85% of exercise on Higgsfield is tied to model campaigns, based on the corporate. Mashrabov stated the platform has amassed greater than 15 million creators up to now yr and surpassed $250 million in annual recurring income, most of it pushed by subscriptions. This comes as its most up-to-date $80 million Sequence A extension, bringing the full funding to $130 million and values the startup at greater than $1.3 billion, ADWEEK beforehand reported.