Higgsfield AI ships new video features in a day with GPT-6 Astra

OpenAI

September 21, 2026

Startup

With GPT‑6 Astra, Higgsfield AI makes video ad creation easier for small businesses and brings new creative tools to market faster.

Company size: Startup

Region: North America

Industry: Technology

Products: API

Higgsfield AI⁠(opens in a new window) helps creatives complete video workflows end to end with AI. Its mission is to make creative storytelling more accessible to professionals around the world, including small businesses using video ads to sell. GPT‑6 Astra supports both sides of that mission: improving ad creation for customers and accelerating feature development inside Higgsfield.

“We are very excited about GPT-6 Astra helping us to deliver new exploration features just within a day. And this now can be done by just one engineer.”

—Alex Mashrabov, Co-founder and CEO, Higgsfield AI

Creating ads with Higgsfield can start with a simple request, such as “Take my top-performing ad and generate 100 new variations.” With GPT‑6 selected, the workflow turns that request into new creative directions for an existing ad to generate variations, such as customizing the ads for different countries.

For small businesses, this makes it easier to explore different versions of an ad through a single prompt.

“Higgsfield also enables smaller businesses to sell more products by generating ads using video AI. And this is where we have seen major improvements with the GPT-6 model.”

—Alex Mashrabov, Co-founder and CEO, Higgsfield AI

Bringing creative ideas to market faster

Inside Higgsfield, GPT‑6 Astra helps a single engineer deliver new features within a day. Alex attributes that speed to Astra’s long-horizon task planning, its ability to plan work across multiple steps, and the close collaboration between Higgsfield’s creative team and engineers.

With GPT‑6 Astra, Higgsfield brings new creative tools to market faster and helps small businesses turn ideas into video ads that showcase their products.