Alex Mashrabov didn’t set out to build another AI company promising to revolutionize marketing.
At Snap, a company popularly known for its flagship Snapchat product, Mashrabov led the company’s generative AI efforts. He had a front-row seat to how quickly culture now moves online—and how often marketing shows up just after the moment has passed. A song goes viral, a format takes off, a meme mutates into something new, and by the time a campaign clears approvals, the internet has already moved on. For younger audiences that lag often meant irrelevance.
“For a marketing team, it’s very difficult to figure out every day what’s actually worth attention for younger demographics,” Mashrabov told ADWEEK.
That disconnect became the premise behind Higgsfield. Founded in October 2023, the company positions itself as an end‑to‑end AI platform for social video creation that is explicitly built for marketers.
Unlike companies racing to dispatch a single best video model almost every week, Higgsfield positions itself as an orchestration layer. The platform offers access to a growing roster of generative video tools—including models from Google, Freepik and others—allowing people to choose which system makes the most sense for a given prompt or creative goal.
Mashrabov borrows the company’s name from quantum physics, where the Higgs field is the invisible force that gives particles their mass. In marketing, he sees a similar problem where brands and creators may have ideas and stories, but video is the only way those ideas gain weight online. Higgsfield’s pitch is simple—turn fast‑moving trends into tangible, on‑brand video before the moment passes.
Once on Higgsfield, the workflow is deliberately simple. People can generate images, turn stills into video, animate presets, or build AI influencers. Brands can start with an image or prompt, chooses a preset designed for a specific social format, and renders a video already sized for platforms like TikTok or Instagram. Qatar Airways, for instance, used Higgsfield to produce a 2026 New Year post on Instagram, turning static brand assets into short-form video.
The platform’s early adoption skewed heavily toward creators. Musicians including Snoop Dog, Madonna and Will Smith used Higgsfield to augment existing content, experimenting with camera controls and visual effects, Mashrabov said. Over time, that experimentation evolved a creative guidance for marketers, moving from storyboards to finished video.
Today, about 85% of activity on Higgsfield is tied to brand campaigns, according to the company. Mashrabov said the platform has amassed more than 15 million creators in the past year and surpassed $250 million in annual recurring revenue, most of it driven by subscriptions. This comes as its most recent $80 million Series A extension, bringing the total funding to $130 million and values the startup at more than $1.3 billion, ADWEEK previously reported.
