An ad studio in your browser
This week I've been looking into Higgsfield and I have to admit it blew my mind. Not because it makes videos with AI, which plenty of tools already do, but because of what it means for marketing at any small company.
What it is
Higgsfield is an AI creative studio that runs in your browser. Under one subscription it brings together image and video generators, both its own and other companies': Sora, Veo, Kling, Seedance and several more. You don't need to know which one to use for what. The idea is that a marketing team gets, in one place, what used to require a photographer, a studio, actors, an editor and weeks of work.
What caught my attention most is its Marketing Studio. You paste the link to a product page and it does the rest on its own:
- 1You paste the product link
- 2AI pulls photos and details
- 3It writes the script
- 4A virtual presenter tells it
- 5Video ready to publish
The result is short ads, up to 15 seconds, in formats you'll recognise from social media: someone trying the product and giving their opinion, a tutorial, an unboxing, a review or a TV-style spot. You can see official examples on their YouTube channel and on their website.
What it can be used for
- Testing many messages at once. Instead of shooting one ad and hoping, you can produce twenty versions with different hooks, presenters and tones, and let the data choose.
- UGC-style content without relying on creators. The "ordinary person recommending something" format is what works best on social media today. Now it can be produced in an afternoon.
- A consistent brand character. With its Soul ID feature you train a character from photos and it appears with the same face across all your content.
- Reaching other markets. The same ad in more than 70 languages, with lip movements matched. For a company selling in Spain, Germany and Latin America, this used to be a project in itself.
- Cinematic scenes without a shoot. Its Cinema Studio lets you choose camera moves, shots and even lens types for launches or brand pieces.
According to the company itself, an 8-second clip costs about 2 dollars. It works on a subscription with credits.
Why it interests me so much
At Laborai we grew with a constant test-and-learn cycle: launch something, measure, keep what works and scale it. In marketing, what slows that cycle down most is producing variants. Every new idea needs its own piece, and every piece costs time and money. Tools like this turn that bottleneck into something almost free. The question stops being "can we afford to shoot it?" and becomes "what do we want to test?".
And this ties in with what I wrote in Building is easy now. Knowing what to build isn't: if producing ads costs almost nothing, the valuable part will be knowing what to say, to whom, and how to measure whether it worked.
What I'd watch out for
- Consistency. Several reviews point out that results sometimes change between versions: the product or the person doesn't look the same. Every piece needs checking before it goes out.
- Credits. If you regenerate a lot, the bill climbs fast, and subscription credits expire.
- Trust. An ad with an "ordinary person" who doesn't actually exist can work very well… until the customer notices. I'd be transparent that it's AI-generated content and very careful about using real people's faces without their permission.
Where I think this is heading
Over the coming months I think we'll see three things. First, a flood of video ads from small brands that couldn't afford them until now. Second, agencies will stop selling production and start selling judgement: strategy, brand and knowing what to test. And third, platforms and regulation will push for AI-generated content to be labelled, so brands that are transparent from the start will have an edge.
A question for you: if tomorrow you could produce twenty versions of your next ad, would you know which one is the right one?
I have no relationship with Higgsfield. The details on features and pricing come from their website and public reviews from October 2026, and may change. The opinion is mine.
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