Higgsfield's Secret Was NOT the Engineers

And I want to share the secret behind Higgs fields, which we never shared before. Are you sure you want to share the secret? Yeah, absolutely. So we are going to see AI native IP by the end of the year. That's my prediction.

And I'm very confident 20 times cheaper

than the other leading model on the markets. How have you changed? This is a great question.

Hi, I'm Josh List. I lead media and entertainment at Nebius, and welcome to the Nebius for Startups podcast series. I am joined today by Alex Mashborov, the CEO and founder of Higgs Field AI. Alex, tell me how you have evolved, how you've grown from where you started to where you are now as one of the fastest growing AI companies

in market. It's a very interesting journey. Initially, we had the same thesis as we do have today. The social media is the largest media on the internet, and it's inevitable that most of the content on social media is going to be generated with AI. And this will have two profound implications on the whole industry. So first, the variety of the content on social media, variety of genres, is going to drastically increase. And the second profound change to the whole industry is completely reshaping of creator economy. And we are building at the intersection of that.

Can you tell me why that rapid iterative environment that you've created with your product is so important to being successful in being the leading platform for the generative, for the creator economy?

Let me walk you through the timeline of company development. Sure. Really, where we started initially was to empower creators, mostly professional creators, to do what they need. And what they need is to tell a story with camera controls and supplement it with visual effects to achieve a kind of cool look. In the same time, a year ago, video AI still felt a little bit artificial. I mean, most of the people could look at the AI video and say, it's an AI video. The industry has evolved so much since then, and we are really excited to be at the center of this change. So what we noticed back in August is a wave of AI native creators and creative studios who create content end-to-end with AI. I couldn't imagine this happening. We talk to customers all the time at the scale of thousands of creators and professionals every month. Initially, they were still relying a lot on incumbent tooling. Over 50% of creators on Hextel platform go end-to-end with AI. Historically, all the parts of the creation process were disjointed from each other. And now they can be all combined in a streamlined process. We are so flattered by kind of this very rapid evolution. And I think we were just talking about this before the scene is that the next evolution for the whole industry is long form content creation. I think what happens right now is the most viral content on social media is typically kind of generated or co-generated with AI. And we definitely have seen a lot of like AI native memes, We have seen a lot of so-called AI slope and brain rot. But today, models actually unlock premium canon creation. So many ads on Super Bowl and Olympics were generated with AI partially on Higgs field platform. And I think we're going to see a major