In the daily workflows of modern agencies, Higgsfield is being used not just for the final product, but as an integral part of the entire lifecycle of a campaign. From the initial ideation and storyboarding phases to the final production, the platform allows for a level of agility that was previously impossible. This allows for work to be produced, as de Silva noted, at a fraction of the budget and a fraction of the time, without necessarily sacrificing the creative integrity of the piece.
One of the more compelling metaphors de Silva used to describe the platform was that of a "booster seat." This framing is intended to demystify the technology for those who may feel overwhelmed by the technical requirements of early AI tools.
"It’s really like a booster seat for you—it helps you get in the game of AI without becoming a prompt engineer," he explained. "It’s a tool for expression, right? It’s a platform that helps creators become more productive."
By lowering the barrier to entry, Higgsfield aims to ensure that the creative process remains focused on the "expression" rather than the "engineering." To address those who remain skeptical of AI’s place in the arts, de Silva looked back at the history of the industry. He pointed out that thirty years ago, the introduction of Adobe Photoshop sparked similar debates about the "death of photography" and the loss of authenticity in visual media. Today, Photoshop is an invisible, indispensable part of the creative process. In de Silva’s view, AI is currently undergoing that same journey from a controversial disruptor to a standard industry tool.
What AI can and can’t do
The conversation shifted from the theoretical to the practical when Ruderman introduced Michael Ventura to the stage. Ventura, a renowned strategist and the author of Applied Empathy and Constellation Thinking, joined the panel to help announce the winners of the Adathon.
The Adathon, a high-stakes competition hosted by Higgsfield in partnership with ADWEEK, served as a real-world stress test for these new tools. Agencies and brand creatives were given a four-week window to conceptualize and produce a fully realized advertisement using AI tools. The goal was to see if the technology could move beyond short clips and "flexing" and actually sustain a narrative that resonated with a professional audience.
The winning entry came from AI-R Studio, the dedicated AI division of PicoLove, a creative technology agency based in Mexico City. Their submission was noted for its wit and its self-aware approach to the very technology it utilized. The ad featured a commercial director who is instructed to replace his AI-generated cast with "something more human." The narrative ends with a poignant and clever tagline: "Don’t kill the AI stars. They’re just trying to improve your video."
