Nonetheless, Code and Principle doesn’t try to exchange the whole manufacturing ecosystem with Higgsfield.
“AI remains to be not at a stage the place it’s completely indistinguishable from reside motion or actual movement, each in physics, in human response and emotion,” Foster stated. Authorized dangers, corresponding to copyright infringement, additionally form how companies select which AI instruments to make use of: Platforms like Adobe Firefly, that are designed to be safer for business use, are sometimes used to develop characters or model property early, whereas instruments like Higgsfield are introduced in later for inventive management and growing campaigns quicker.
A WPP govt who wasn’t licensed to talk to media advised ADWEEK that Higgsfield appeals to groups with out deep immediate‑engineering experience. The platform’s stylistic presets cut back guesswork, permitting individuals to generate editorial‑type visuals—excessive‑distinction lighting, extensive cinematic angles—with out crafting complicated prompts. In apply, the chief stated, Higgsfield is usually used internally or offered to purchasers as conceptual groundwork for bigger campaigns fairly than last output.
In inside testing, WPP typically runs an identical prompts throughout competing techniques, discovering that outcomes range based mostly on how every mannequin has been educated. The query turns into much less about which mannequin is seen as “the very best” and extra about which produces the fitting inventive end result with the least friction.
Zero manufacturing tax
For Mashrabov, that flexibility is the purpose. He isn’t within the AI slop presently clogging feeds—these repetitive, uncanny-valley advertisements that really feel like low-cost replicas of a mid-2000s infomercial. As an alternative, he’s betting that the subsequent period of promoting shall be gained web‑new ideas which are solely attainable with AI, making it simpler to localize and adapt content material throughout demographics and languages.
“We lower manufacturing tax to zero with AI,” Mashrabov stated.
Trying forward, Higgsfield has plans to develop into efficiency advertising, permitting efficiency information to feed again into the content material era course of and information which variations are price producing.
In an more and more crowded AI video market—one which has pulled in additional than $500 million in new funding in 2025 alone—Mashrabov is betting that entrepreneurs don’t want one other black field however a system that helps concepts achieve mass quick sufficient to matter.
