Creativity and AI can properly co-exist for brands as long as the right tools are implemented, according to Higgsfield AI’s Mahi de Silva.
The co-founder and chief strategy officer of Higgsfield AI spoke to ADWEEK’s COO, Zoë Ruderman, during a Social Media Week session in New York on Tuesday, where he said his company is focused on democratizing content creation.
“We’re an AI studio, a platform made by creators for creators,” de Silva said. He added, “It’s anything and everything you want to create in multimedia. Images, audio, video, all come together with point-and-click, drag-and-drop ease of use.”
Calling today’s current AI environment the “access era,” de Silva says the only limits to a brand’s creative execution are one’s imagination with his studio’s AI capabilities. And it’s paying off on the bottom line.
For example, the executive pointed out that Eight Sleep, a digital-first brand, achieved substantial cost savings by using the platform.
According to de Silva, Eight Sleep used to spend roughly $30,000 over a three-week period to build an app. As a result of working with Higgsfield AI, the company can now do that work in a day or so for less than $1,000.
“What that frees up is ideation, experimentation, iteration,” he said. “Really understanding what works and what doesn’t work at a tiny fraction of the cost, not just the monetary cost, but the time cost of being able to reach your target audience.”
De Silva acknowledged that not all brands are ready to openly embrace the benefits of multimedia AI in creative campaign building and execution. The exec said several brands used Higgsfield AI’s tools for this year’s Super Bowl and Winter Olympics, but those brand names aren’t public.
“Maybe find him backstage, and he’ll tell you,” Ruderman joked.
Regarding companies he can name, de Silva said that beverage maker Coca-Cola was one of the brands that uses their tools. He believes that by 2027, as AI multimedia tools and companies become more commonplace, more brands will be more comfortable acknowledging and embracing AI.
Towards the end of the session, the former Snapchat executive spoke about the deluge of AI slop and its negative implications, saying that one way brands could overcome this is by recognizing the power of creativity and storytelling with positive use of AI tools.
“If you can harness these tools and your creativity to tell stories and find people where you want them to be or to take them where you want to take them, I think that’s going to be a huge inspiration,” de Silva said.
