
The Nebius for Startups Podcast
Higgsfield's Secret Was NOT the Engineers
Alex Mashrabov spent years at Snap building face filters, probably the most widely used media AI product ever made. Learn more at Nebius.com When he left to start Higgsfield, he thought the hard part would be the models. It turned out to be something else entirely. In this episode, Joshua Liss, Head of Media and Entertainment at Nebius, sits down with Alex, CEO & Founder at Higgsfield AI, to go deep on what it actually takes to build a platform at the center of a creator economy being remade by AI. Today, over 50% of creators on Higgsfield now produce content end to end with AI, a number that was unimaginable just 18 months ago. Alex shares the secret behind Higgsfield's growth that he has never talked about publicly before, why the company's 50-person creative team is the real competitive moat, how Higgsfield trained Soul 2.0 on Nebius B300s to deliver a model that is 20 times cheaper and 20 times faster than the leading alternative, and what he sees coming for the entertainment industry that most people aren't ready for. 0:00 - Intro teaser 0:50 - Higgsfield's thesis: why most social content will be AI-generated 2:22 - The rise of AI-native creators going end-to-end 4:07 - The secret: Higgsfield's 50-person creative feedback loop 5:45 - Democratizing high-end content and the Higgsfield contest 8:52 - From Snap face filters to Higgsfield 13:35 - 20x faster, 20x cheaper 16:55 - Prediction: AI-native IP and an AI-first Netflix What You'll Learn Why Higgsfield's real competitive moat isn't the research team but a 50-person creative feedback loop. The three stages of AI in entertainment and why stage three is closer than most think. How Higgsfield trained Soul 2.0 on Nebius B300s and cut inference costs 20x. Why the largest AI video competition in the world was won by names nobody had heard of. What it means to build like a seismologist, always hunting the next wave of creators before it breaks. Why any creator can now compete with what used to require a million-dollar production budget. Will the next Netflix will be AI first?

