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

At the Digital Bridge 2025 forum, Higgsfield AI CEO Alex Mashrabov spoke with The Tech about the company’s philosophy, global goals, and its search for new talent in Kazakhstan.

Alex Mashrabov, Higgsfield CEO

A Culture of Hard Work and a Global Mindset

The secret to Higgsfield AI’s success lies in the combination of several fundamental principles. First and foremost, a hard-working culture. At Higgsfield, it makes no sense to work less than 100 hours a week—and this isn’t about numbers, but about the team’s full commitment. The second factor is our fundamental focus on being global, thinking and acting like a global company, not just a local player. We also were not afraid of pivots and quickly pivoted when we saw new opportunities. And, of course, high speed: releasing at least five times a week is our standard. All of this combined has created the momentum that allowed us to become Kazakhstan’s first unicorn.

Scaling and Strengthening Our Global Position

We are currently focused on scaling our products for a global audience. Our primary goal is to strengthen our position in the US and Europe, where demand for AI video generation is building. We continue to invest in R&D and expand our world-class team to remain a technology leader.

New Partnerships and Opportunities for Local Talent

The next stage involves strategic partnerships and expanding into new segments, where generative video has the potential to transform the industry just as it did with text and images.

I would like to emphasize that we are actively seeking new team members. We need strong developers, and we are expanding our finance and legal departments. We are hiring the most talented professionals ready to handle multi-million dollar deals right away. We are also counting on local talent—we’re currently recruiting people from Almaty and planning to strengthen our office there.