Higgsfield AI, a North American startup, uses GPT-6 Astra to make video ad creation easier for small businesses and to accelerate its own feature development.

The company helps creatives complete video workflows end to end with AI.

With GPT-6, users can prompt the system to take their top-performing ad and generate 100 new variations, including customizing the ads for different countries.

Inside the company, a single engineer can now deliver new exploration features within a day, according to co-founder and CEO Alex Mashrabov.

He credits Astra’s long-horizon task planning, its ability to plan work across multiple steps, and close collaboration between the creative team and engineers.

Mashrabov also notes major improvements in generating ads using video AI, which enables smaller businesses to sell more products.

The stated mission is to make creative storytelling more accessible to professionals worldwide.