As generative AI video becomes marketing infrastructure, Higgsfield raises $130 million. The generative video company Higgsfield, founded by Alex Mashrabov, a former executive at Snap, today announced that it has closed a $80 million Series A extension. This brings the company's total Series A financing to more than $130 million and values it at more than $1.3 billion. Accel, Menlo Ventures, and Alpha Intelligence Capital are all part of the round. The unusually rapid commercial adoption follows Higgsfield's funding. The company reports a $200 million annual run rate less than nine months after launch, doubling from $100 million in roughly two months. Over 15 million people have used the platform since April 2025, and it now produces approximately 4.5 million videos per day, most of which are for paid commercial use. According to Mashrabov, the speed reflects a structural shift in the production process for marketing videos. He stated, "Traditional video production wasn't designed for the pace that modern marketing demands." "We built Higgsfield so that video can be made like software, with fast iterations, tight creative control, and output that can be done again and again." Higgsfield started out as a tool for creators who were experimenting with AI-driven storytelling, such as short-form dramas and social media content shot in a cinematic format. Over the past year, brands, agencies, and performance marketers have seen a significant shift in usage. The business says that social media marketers account for 85 percent of current usage, and 80 percent of that group is making commercial work rather than experiments or personal content. PLUSES FOR YOU Higgsfield, like many of its rivals—too many to name, which speaks volumes about their success—allows teams to conceptualize, storyboard, animate, edit, and publish video all from a single platform. Many customers are using generative video as an entire production pipeline rather than as an add-on. Address for Email “There is a new class of marketers who are treating generative video as infrastructure,” Mashrabov said. From concept to publication, "they are running everything inside of one system." Higgsfield's ad workflows, for instance, turn a product page into multiple on-brand video variations in a matter of minutes. According to the business, a number of customers who are participating in the marketing automation beta program for Higgsfield already spend more than $200,000 annually on the platform. Mashrabov built Diffuse, a popular consumer app that produced personalized AI video clips, and previously led Snap's generative video AI efforts. Despite its rapid expansion, Diffuse revealed limitations in terms of consistency, cost, and creative depth. The technical direction of Higgsfield was shaped by these lessons. In addition to incorporating third-party models from OpenAI, Google, Alibaba, Bytedance, Kuaishou, and others, the platform creates its own generative video and image models. A feature designed for teams that run high volume production allows users to select various models for various creative tasks without rebuilding workflows. Higgsfield began by concentrating on scene structure and camera motion, two areas in which AI video has failed to meet professional expectations. Dolly moves, overhead sweeps, and body-mounted camera effects are just a few of the precise cinematic controls on the platform, which are all designed to remain consistent across different scenes. Jeff Herbst, a Higgsfield board member and former head of corporate development at Nvidia, says the usage patterns point to a shift from pilots to embedded production.“ The outcome is clear when a platform moves beyond pilots into daily enterprise production," he stated. "That is currently Higgsfield's location." About 70 people now work for the company, up from less than 15 a year ago. Higgsfield is rapidly expanding its presence in San Francisco and Los Angeles, reflecting its expanding customer base in advertising, entertainment, and media, despite Masharbov and the founding team's roots in Central Asia. “Capacity has become a major issue for many companies,” Masharbov said. "We are able to provide a more reliable experience for customers, improve workflows, and address stability issues as we scale with this funding." Video is no longer something that is commissioned and delivered for a growing segment of marketers. Like software, it is something that runs all the time.