Host (likely the producer or a presenter from AI HR)

To try to reinforce that message, they also have recently shifted a lot of their public positioning rather than leaning into like meme culture or like experimental video generation.

Higgs field is now emphasizing that its core users are professional social media marketers and brand teams, right?

Because I think that was kind of the...

where you could see the trap for a lot of these video generators fall into is kind of what Sora did where you go on Sora and you make these little funny clones of yourself and there's like Jake Paul on there that gave his permission for you to like make a video of him getting punched in the face by a punching glove and like

There's all these silly things that are very novel that you feel like you could do with Sora.

And while Sora can be used probably for professional things, that is the brand image that Sam Altman generated for his Sora video generation app.

It was kind of goofy and funny.

They're not trying to go goofy and funny.

They're trying to be like, look, we are professional.

We're for serious brands.

We're for teams.

the company describes this as evidence that, you know, the adoption has moved beyond casual experimentation and into real business use where teams rely on the platform to produce consistent on-brand content at volume.

I mean, I think they really do have to make this pitch and say, look, we're more than just kind of like a fun platform or a serious platform for business because they know that the business is where the real money comes from.

And if they can't be taken seriously for that, then even regular users probably wouldn't use them as much for funny stuff because the novelty will wear off.

So,

With all that being said, Higgs field has not fully escaped the downside of the kind of open ended generative tools.

Last month, the platform was used to create a controversial video titled Island Holiday, which depicted people named in the Epstein files alongside fictional characters portrayed as vacationing on Epstein's private island.

So the video went super viral on X, it grew a lot of criticism because it was framed very offensively.

Higgs field didn't promote the content, but the episode highlighted the really the ongoing challenge that a lot of these AI media companies face in moderating how their tools are used.

I will say like at the same time, if you go to their website, there's a lot of very normal things that people are using this video generator for, not just Epstein Island viral videos.