Alex Mashrabov on how Higgsfield became a unicorn and is conquering the global market

Alex Mashrabov, CEO of Higgsfield

A Culture of Hard Work and Global Mindset

The secret to Higgsfield AI's success lies in the combination of several fundamental principles. First and foremost is a hard-working culture. At Higgsfield, there is no room for working less than 100 hours a week, and this is not about the numbers but about the team's full engagement. The second factor is the initial commitment to being global, thinking and acting as a global company from the start, rather than as a local player. We were also not afraid of pivots and quickly adapted when we saw new opportunities. And, of course, high speed: releasing updates at least five times a week is our standard. All of this together created the momentum that allowed us to become the first Kazakh unicorn.

Scaling and Strengthening Our Position Globally

Currently, we are focused on scaling our products for a global audience. Our main task is to strengthen our position in the US and Europe, where demand for AI video generation is growing. We continue to invest in R&D and expand our world-class team to remain a technological leader.

New Partnerships and Opportunities for Local Talent

The next stage involves strategic partnerships and entering new segments where generative video can transform the industry just as it did with text and images.

I also want to emphasize that we are actively looking for new people to join our team. We need strong developers, and we are expanding our finance and legal departments. We are hiring the most talented professionals who are ready to work on deals worth millions of dollars from day one. We are counting on local talent — we are looking for people from Almaty and plan to strengthen our office there.