Racist Videos And Payment Problems: The Dark Side Of This AI Startup’s Super-Fast Growth
Forbes Daily Briefing
Forbes
4.4 • 18 Ratings
🗓️ 13 February 2026
⏱️ 5 minutes
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Summary
Influencer marketing has helped AI video company Higgsfield hit $300 million in annual revenue run rate in just eleven months. But misleading marketing tactics and a social media strategy based on shock has led to backlash among creators.
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Transcript
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| 0:00.0 | Here's your Forbes Daily Briefing for Friday, February 13th. |
| 0:05.3 | Today on Forbes, racist videos and payment problems, the dark side of this AI startup's |
| 0:11.6 | super-fast growth. |
| 0:13.8 | In late January, Tim Soret, a London-based video game director, received a message on X from |
| 0:20.6 | the marketing team at Higgsfield, |
| 0:22.7 | a fast-growing AI video generation startup. It read, quote, this is the biggest moment in Higgsfield |
| 0:29.3 | history, and we want you to be a part of it. The $1.3 billion valued startup, whose tools are |
| 0:37.3 | used by some 15 million creators and ad agencies |
| 0:40.5 | to churn out 4.5 million video clips every day, was about to launch a new tool called |
| 0:46.9 | Vibe Motion, which uses AI models to convert text prompts into motion graphics. |
| 0:52.6 | The offer? If Soret shared the startup's social media post, along with a video clip from pre-assembled |
| 0:58.5 | marketing materials, the company would pay him $200. |
| 1:02.9 | But Sorrett, who has spent years designing graphics both manually and with AI tools, |
| 1:08.5 | could tell something was off. |
| 1:10.4 | The videos Higgsfield had shared with |
| 1:12.0 | him lacked the, quote, visual quirks of AI, and he quickly realized that some clips in the |
| 1:17.7 | media kit weren't generated with AI at all. Instead, they were video templates that |
| 1:23.6 | appear to have been lifted from stock site in Vado on which the startup had paced its own |
| 1:28.6 | logos, according to videos and documents reviewed by Forbes. While Soret didn't share the videos, |
| 1:35.2 | others did, circulating the stock video templates on X to promote Higgsfield. Soret told Forbes, |
| 1:42.1 | quote, All this hype is fake and it's bought. |
| 1:46.6 | Higgsfield's co-founder and chief strategy officer Mahi De Silva told Forbes the media kit was |
... |
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