This post was created in partnership with Higgsfield AI
The adoption of generative AI for creative production—and its level of sophistication—has increased exponentially over the past year.
During a Brandweek 2026 workshop co-hosted with Higgsfield AI, industry leaders used a demonstration of real-time AI-powered marketing and TV asset creation to show how far the technology has come and why human creativity is still at the heart of success.
What a difference a year makes
“A year ago, we were having a very different conversation about GenAI in our industry,” noted Jasmyn Jarnigan, VP of B2B strategic partnerships at Higgsfield AI.
The industry has quickly gone from questioning whether GenAI creative even had a place in professional workflows to it being the norm to use it for all types of content production, from 15-second spots to full-length features. “It’s a very different, much more positive conversation,” Jarnigan said.
To demonstrate the leaps and bounds of AI-powered production, her colleague, Asilbek Akbarov, head of strategic growth at Higgsfield AI, shared some examples of fully AI-generated ads, including one for Hulu. He credited AI as the “change of paradigm in unlocking new wild ideas.”
The big advantage, Akbarov explained, is that AI tools allow marketers to ideate, experiment, and see what resonates without the huge production expense it would otherwise cost.
“We have a lot of creative people in the industry, and they are getting choked,” Akbarov said. “Because in marketing, if you want to try out the ad, you have to make an ad, and the production is very expensive.”
But AI is removing that barrier. “Every member of your team may have an idea, and you can produce it right away, send it to socials, and see if it gains traction,” Akbarov explained. As an example, he shared that Higgsfield AI’s team of 280 created 1,000 units of content in the prior two days.
AI in action
Akbarov’s presentation continued with him prompting AI agents, which he said were like his “junior marketers,” to create some ad assets on the spot. “The goal of Higgsfield is, make sure that you go from idea, from the task, to the final result as fast as possible, but have full control over the process,” said Akbarov.
He walked the audience through some of Higgsfield’s tools, including Supercomputer, which uses agentic AI for ideation; Marketing Studio to create brand content; and Cinema Studio to generate high-quality editorial content.
Ultimately, Akbarov pointed out that the final product is still dependent on creative human input. He noted some shortcomings in his quick demo outputs and what he would do differently if he had been working on an actual project. But when done right, he said, you can eliminate the AI slop.
“You can see the love and the heart and the ideas of the person, and you can see the passion on the screen, even if it’s AI,” he said.