Higgsfield AI Thinks Generative Video Still Lacks One Critical Thing

“AI video looks better, but it doesn’t feel like cinema.” “We kept hearing the same thing from creators: AI video looks better, but it doesn’t feel like cinema,” said Alex Mashrabov, founder of Higgsfield AI and former head of AI at Snap. “There’s no intention behind the camera.”

That critique became the foundation for Higgsfield AI, a generative video company focused on bringing cinematic language into AI video, not by enhancing visual fidelity, but by giving creators direct control over how the camera moves through a scene.

Now, AI video doesn’t have to feel lifeless.

This is Higgsfield AI: cinematic shots with bullet time, super dollies and robo arms — all from a single image.

It’s AI video with swagger.

Built for creators who move culture, not just pixels. pic.twitter.com/dJdQ978Jqd

— Higgsfield AI 🧩 (@higgsfield_ai) March 31, 2025

Founded by Mashrabov, a pioneer in the AI video space, Higgsfield recently raised $15 million in seed funding, launching into a market where venture capital has flooded into AI video. Luma raised $45 million, while companies like Runway and Pika Labs now command valuations exceeding $500 million. Yet, despite the excitement, Mashrabov is clear-eyed about who’s actually using the technology: “Most of the adoption I think of the video AI comes from professionals today 100%.”