Alex Mashrabov

About Alex Mashrabov

Alex Mashrabov is the co-founder and CEO of Higgsfield, an AI video generation company. Raised in Central Asia by parents who were mechanical engineering professors, he became a top competitive programmer as a teenager and worked on neural network translation systems before founding AI Factory, a mobile AI company that was acquired by Snap. At Snap he built face-filter technology that reached hundreds of millions of users.

He started Higgsfield after seeing that most brands cannot keep up with the daily pace of social media production. After more than a year of searching for fit, the company launched a camera-control product in March and grew rapidly. In September 2026 he said Higgsfield had passed $1B in annualized revenue about 18 months after reaching $1M, calculated as the last four weeks of live revenue multiplied by 13.

Notable Positions

On Model Spend and Routing

Mashrabov says Higgsfield employees spend more than $10,000 a month each on AI models, with internal usage above $4M a month across roughly 400 people. He argues that open-weight, post-trained models deliver 80%+ margins versus 20-30% for closed models, making model routing a core product capability.

On Benchmarks

He considers many model benchmarks poor proxies for production work, noting that real video workflows use prompts of 3,000+ words and many image references.

On Moats

He sees two durable advantages in the AI era: delivering the customer's outcome and network effects.