Alex Mashrabov didn’t set out to found another AI company that promised to revolutionize marketing.
At Snap, widely known for its flagship Snapchat product, Mashrabov led the company’s generative AI efforts. He had a front row seat to how quickly culture was moving online and how often marketing appeared shortly after that moment passed. By the time a song goes viral, a format becomes popular, a meme morphs into something new, a campaign gets approval, the internet has already evolved. For younger viewers, delay often means irrelevance.
“It’s very difficult for marketing teams to figure out on a daily basis what is actually noteworthy to young people,” 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, built explicitly for marketers.
Unlike companies competing to deliver the single best video model almost every week, Higgsfield positions itself as an orchestration layer. The platform provides access to a growing number of generative video tools, including models from Google, Freepik, and more, allowing users to choose the system that best suits their specific prompts and creative goals.
Mashrabov borrows the company name from quantum physics, where the Higgs field is an invisible force that gives particles mass. He sees a similar problem in marketing, where brands and creators may have ideas and stories, but video is the only way those ideas will become relevant online. Higgsfield’s suggestion is simple: turn fast-moving trends into tangible brand videos before the moment passes.
Once you reach Higgsfield, the workflow is intentionally simple. Generate images, convert still images to videos, animate presets, build AI influencers, and more. Brands can start with an image or prompt, choose a preset designed for a specific social format, and render a video already sized for platforms like TikTok and Instagram. For example, Qatar Airways used Higgsfield to create a 2026 New Year post on Instagram, transforming static brand assets into short-form videos.
Early adoption of the platform was heavily skewed towards creators. Musicians such as Snoop Dogg, Madonna and Will Smith have used Higgsfield to expand on existing content and experiment with camera control and visual effects, Mashrabov said. Over time, that experiment evolved the creative guidance for marketers, moving from storyboards to finished videos.
The company says about 85% of its activity at Higgsfield is currently related to brand campaigns. Mashrabov said the platform has attracted more than 15 million creators in the past year and generated more than $250 million in annual recurring revenue, most of which came from subscriptions. This comes as the company’s latest $80 million Series A extension, bringing total funding to $130 million and valuing the startup at more than $1.3 billion, ADWEEK previously reported.
