Higgsfield, the generative video company founded by former Snap executive Alex Mashrabov, announced today that it has completed an $80 million Series A extension, bringing its total Series A funding to more than $130 million and valuing the company at more than $1.3 billion. Accel, Menlo Ventures, and AI Capital Partners participated in the round.
Alex Marshalboff, Founder and CEO, Higgsfield AI
Higgfield
Higgsfield’s funding comes on the heels of an unusually rapid period of commercial adoption. The company reported achieving annual operating rates of $200 million in less than nine months after launch, and doubling from $100 million in about two months. Since April 2025, the platform has attracted more than 15 million users and currently generates approximately 4.5 million videos per day, primarily for paid commercial use.
Mashrabov says this speed reflects a tectonic shift in the way marketing videos are produced. “Traditional video production was not built for the demands of modern marketing,” he said. “We built Higgsfield to enable software-like video production with fast iteration, tight creative control, and repeatable output.”
Higgsfield started as a tool for creators experimenting with AI-driven storytelling, including short dramas and cinematic social content. Over the past year, its use has shifted decisively towards brands, agencies, and performance marketers. The company says that roughly 85% of current usage comes from social media marketers, and 80% of that segment creates commercial work rather than experimentation or personal content.
Like many of our competitors (too many to name), Higgsfield allows teams to ideate, storyboard, animate, edit, and publish videos within a single system. Many customers use generated video as an end-to-end production pipeline rather than treating it as an add-on.
“There’s a new class of marketers who are treating generated video as infrastructure,” Mashrabov said. “They do everything from concept to publication within one system.”
One example is Higgsfield’s advertising workflow. This workflow automatically transforms your product pages into multiple branded video variations in minutes. The company says customers participating in Higgsfield’s marketing automation beta are already spending more than $200,000 annually on the platform.
Mashrabov previously led Snap’s generative AI efforts and previously built Diffuse, a viral consumer app that generates personalized AI video clips. Diffuse expanded rapidly, but limitations in consistency, cost, and creative depth became apparent. These lessons shaped Higgsfield’s technical direction. The platform develops its own video and image generation models while integrating third-party models such as OpenAI, Google, Alibaba, Bytedance, and Kuaishou. Users can choose different models for different creative tasks without having to rebuild their workflows. This is a feature designed for teams running high-volume production.
From the beginning, Higgsfield focused on camera movement and scene structure, areas where AI video had struggled to meet experts’ expectations. The platform includes precise cinematic controls such as dolly movement, overhead sweeps, and body-mounted camera effects, all designed to remain consistent throughout the sequence.
Jeff Herbst, a member of Higgsfield’s board of directors and former head of corporate development at Nvidia, said usage patterns indicate a shift from pilot to embedded production: “Once the platform moves beyond pilot to day-to-day production across the enterprise, the results are clear.” “That’s where Higgsfield is today.”
The company currently has about 70 employees, up from fewer than 15 a year ago. Although Mashabov and his founding team have roots in Central Asia, Higgsfield is rapidly expanding its presence in San Francisco and Los Angeles, reflecting its growing client base in advertising, entertainment and media.
“Production capacity is a big issue for many companies,” Mashabov said. “This funding will allow us to provide a more reliable experience for our customers, improve workflows, and solve stability challenges as we scale.” For growing marketers, video is no longer something that is delivered on request. Like software, it is something that runs continuously.
