Higgsfield, an AI video startup positioning itself at the center of advertising’s shift toward synthetic media, has hired former Perplexity ad executive Taz Patel as vice president of platform partnerships, ADWEEK has learned.
Patel began the role this week and will report directly to CEO Alex Mashrabov. He is tasked with turning widespread adoption of Higgsfield’s AI video tools into more formal relationships with agencies and brands.
While Higgsfield is being used by enterprise-level agencies and brands on a self-serve business, “we’re just not engaging them yet” on a deeper level, Patel said.
As marketers increasingly test AI-generated video—often quietly and without standardized processes—Higgsfield is betting that the next phase of growth will come not from novelty, but from structure.
