Nvidia invests in AI video startup Higgsfield

New backing for AI video

Higgsfield, a San Francisco-based company specializing in AI video and image generation, has secured new funding from Nvidia and the investment firm TCV. This latest move follows a significant Series B funding round in August, which raised $400 million at a $5.4 billion valuation. The initial round included several other prominent investors, including DST Global and Goldman Sachs Alternatives.

The timing of the announcement coincided with a visit by Nvidia CEO Jensen Huang to Kazakhstan. This location is significant because a large portion of the Higgsfield founding team originates from that country. While the company did not disclose the specific amounts of the new investments, the involvement of Nvidia marks a major milestone for the startup.

Higgsfield has positioned itself as a tool for both the marketing and entertainment industries. The company aims to provide a mechanism for creators and agencies to turn concepts into visual content at a much faster pace than traditional production methods allow. By securing these new partners, the company intends to lead the next frontier of media development.

Scaling the creative pipeline

The startup has seen rapid growth in its operational scale since its founding in 2023. According to the company, it currently processes 12 trillion tokens a month. In this context, tokens are the basic units of data that AI models use to generate text, images, or video. These tokens are processed across 150 million generations every month.

Nvidia's involvement is particularly notable because the company relies heavily on the chipmaker's resources to power its platform. This partnership covers both the hardware and software sides of the operation. Nvidia's vice president of physical AI simulation, Rev Lebaredian, noted that the collaboration turns compute into creative work for hundreds of the world's largest brands.

The goal of this infrastructure is to move beyond simple generation to professional-grade results. Higgsfield wants to provide a way for brands and studios to meet a growing demand for visual content that traditional production cannot keep up with. The company describes this as a new category of media creation that relies on AI-native mechanisms.

From marketing to cinema

Higgsfield has already begun applying its technology to high-profile entertainment projects. In May, the company made a notable appearance at the Cannes Film Festival's marketplace with an AI-generated action-adventure film titled "Hell Grind." This project served as a showcase for the company's ability to produce narrative content using generative tools.

The company has also produced an animated short film called "Kök Börü." More recently, it released an action film titled "Cully Hill Boys." This specific project gained attention for including the likenesses of well-known figures, including the streamer N3on and UFC fighters Israel Adesanya and Quinton "Rampage" Jackson.

These projects demonstrate the company's dual approach of providing tools to others while also producing its own content. By working with upstart filmmakers and established marketing clients, Higgsfield is attempting to embed its technology into the standard workflow of the entertainment industry. The company seeks to be a primary partner for studios looking to scale their visual output.

The future of AI production

The investment from TCV highlights a broader trend in how media companies are being transformed. TCV has a history of backing iconic companies that have fundamentally changed how media is consumed and produced. They described the Higgsfield team as delivering a vision with a level of product velocity and market adoption that is rarely seen in the industry.

Nvidia's strategy appears to be expanding its footprint in the entertainment space. The chipmaker has previously invested in other AI startups focused on media, such as two separate investments in the company Runway. By backing Higgsfield, Nvidia is doubling down on the idea that AI will be the primary engine for the next generation of visual storytelling.

As the technology matures, the focus will likely shift toward how these tools can be integrated into existing studio pipelines. The company's ability to handle massive amounts of data—trillions of tokens—suggests that it is preparing for a world where high-quality video can be generated on demand. This shift could fundamentally change how brands and filmmakers plan, budget, and execute their visual projects.