\u201cWe\u2019re an AI studio, a platform made by creators for creators,\u201d de Silva said. He added, \u201cIt\u2019s anything and everything you want to create in multimedia. Images, audio, video, all come together with point-and-click, drag-and-drop ease of use.\u201d<\/p>\n
Calling today\u2019s current AI environment the \u201caccess era,\u201d de Silva says the only limits to a brand\u2019s creative execution are one\u2019s imagination with his studio\u2019s AI capabilities. And it\u2019s paying off on the bottom line.<\/p>\n
For example, the executive pointed out that Eight Sleep, a digital-first brand, achieved substantial cost savings by using the platform. <\/p>\n
According to de Silva, Eight Sleep used to spend roughly $30,000 over a three-week period to build an app. As a result of working with Higgsfield AI, the company can now do that work in a day or so for less than $1,000.<\/p>\n
\u201cWhat that frees up is ideation, experimentation, iteration,\u201d he said. \u201cReally understanding what works and what doesn\u2019t work at a tiny fraction of the cost, not just the monetary cost, but the time cost of being able to reach your target audience.\u201d<\/p>\n
De Silva acknowledged that not all brands are ready to openly embrace the benefits of multimedia AI in creative campaign building and execution. The exec said several brands used Higgsfield AI\u2019s tools for this year\u2019s Super Bowl and Winter Olympics, but those brand names aren\u2019t public.<\/p>\n
\u201cMaybe find him backstage, and he\u2019ll tell you,\u201d Ruderman joked.<\/p>\n
Regarding companies he can name, de Silva said that beverage maker Coca-Cola was one of the brands that uses their tools. He believes that by 2027, as AI multimedia tools and companies become more commonplace, more brands will be more comfortable acknowledging and embracing AI.<\/p>\n
Towards the end of the session, the former Snapchat executive spoke about the deluge of AI slop and its negative implications, saying that one way brands could overcome this is by recognizing the power of creativity and storytelling with positive use of AI tools.<\/p>\n
\u201cIf you can harness these tools and your creativity to tell stories and find people where you want them to be or to take them where you want to take them, I think that\u2019s going to be a huge inspiration,\u201d de Silva said.<\/p>\n
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