A Product Market Fit Show | Startup Podcast for Founders He exited to Snap for $166M— built an AI video startup, then raised $50M. | Alex Mashrabov, Founder of Higgsfield AI
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Dec 4, 2025 Alex Mashrabov, the visionary behind Snapchat's iconic filters and founder of Higgsfield AI, shares insights from his journey in video AI. He delves into why Adobe is at risk and how leading advertisers are churning out immense volumes of ad creatives. Alex highlights the distinctive needs of SMB marketing teams, the surprising economics of AI-generated video, and the pitfalls of chasing consumer app trends. He also discusses his strategic pivot towards social media ads and the evolving landscape where AI will enhance, but not replace, human creativity in content creation.
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From Startup To Snap Acquisition
- Alex sold his previous company to Snap and worked there for almost four years after the acquisition.
- He says his team enabled AI-generated face filters that contributed meaningfully to Snap's daily active user growth.
Why Video Over LLMs
- Alex chose video AI because he had an unfair advantage and saw video as a less crowded frontier than LLMs.
- He believed video would let his team jump early and ride a new wave of generative media adoption.
AI Spokespeople And Data-Driven Ads
- Higgsfield focuses on synthetic brand storytelling and consistent AI spokespeople for 20–30s social ads.
- The platform ties content generation to experimentation and data-driven A/B testing across creatives.