Alex Mashrabov, the CEO of Higgsfield AI, posted a long-form message on his personal X account. He directly addressed the sudden suspension of @higgsfield_ai and the wave of criticism that has hit the company hard over the past week.
In his message, he didn’t dodge the issues and instead owned up to mistakes in how the team communicated. The entire message is below:
At Higgsfield, our mission is to provide game-changing tools for creators to bring their imagination to life. We have always supported the emerging creator community, and that remains a core priority. We have not always made this clear enough and in some cases our public statements have called that into question. We recognize this and will do better. Click/tap to read more.
I want to personally thank everyone who has reached out – both publicly and privately – to show your support over the last week. We don’t take your trust for granted, and we are committed to delivering more value – deepening the relationship with you as we move forward.
Rapid scaling brings real challenges. We acknowledge that our internal processes and external communications haven’t always kept pace with our core values, and we have made mistakes. We are taking full ownership of that and are actively course-correcting. While our “creator-first” DNA remains the same, you will see a more disciplined approach to our operations moving forward.
As you have likely seen, our main X account is currently suspended. We have not received an explanation from the platform and are attempting to work through the standard channels to resolve this. We hope to have the account back online shortly.
Through it all, the momentum of our community is undeniable. In just three weeks, Higgsfield Earn has distributed over $800,000 to more than 10,000 creators. To date, we have also issued over $3 million in free credits and $200,000 in contest prizes to support your work. This is a testament to all of you.
We are both honored and humbled that over 100,000 creators using Higgsfield are landing major projects with global brands and top-tier organizations. We showcase this work on @higgsfield.creators (IG), opening doors that were previously out of reach. We provide professional-grade tools like Cinema Studio, now the go-to platform for leading advertising and filmmaking studios. It delivers filmmaking controls that previously required a $100K+ investment in professional hardware.
Our focus remains on doing what we do best – which is serving a broad community of creators around the world – with the very best image and video technology. Our roadmap, and the next series of releases will speak for themselves and continue to move the industry forward.
Thank you for your trust and support.
The official account, which had grown to almost 200,000 followers, disappeared around February 9 without any official explanation from X. Some of those who spotted it early even took this as good news.
Higgsfield had poured money into paid influencer campaigns to push their video generation tools. Creators were offered anywhere from a few hundred to several thousand dollars per post, leading to thousands of promotional videos in a short time. The flood of similar content annoyed some users and likely caught X’s attention for possible platform manipulation.
This backlash only grew more after a now-deleted company post claimed their AI had already replaced dozens of VFX artists. Artists and creators called it insensitive and arrogant, especially from a startup asking the same community for support. The tone-deaf messaging turned into a rallying point for criticism.
Creator payment disputes became another major flashpoint. Some influencers posted screenshots showing they were paid only pennies or nothing at all after completing campaigns. Reddit threads and YouTube videos labeled the program unreliable, with a few calling it borderline scammy. There’s a whole post on GitHub that has all the details related to glaring issues with the platform.
Yet the picture isn’t one-sided. Some creators noted that they got paid for all their collabs with the company.
Mashrabov pushed back on the worst accusations in his statement. He pointed out that the company paid over $800,000 to more than 10,000 creators in just three weeks and handed out millions in free credits. He promised better transparency moving forward and said the team is working through proper channels to restore the main account.
The startup, founded by former Snap executive Mashrabov, continues to operate normally through its website. Its tools, which combine models like Kling and Veo, have earned real praise from agencies and filmmakers for professional-quality results. The big question now is whether this public response and promised fixes will calm the storm or if trust will take longer to rebuild.
Dwayne Cubbins
2697 Posts
I cover fast-moving stories across apps, online platforms, and everyday tech — phones, wearables, consoles, and whatever else people are fighting with this week. Bugs, rollouts, scams, policy enforcement, and the occasional internet-culture rabbit hole are all fair game. My goal is simple — make confusing tech news readable. When I'm not working, I'm working out or chilling with my dog. Got a tip? You can find me on X @dcubbins.
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