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[2/2] Neural networks have taken over social networks: how a Kazakhstani startup blew up all AI trends and became a unicorn n (AI column)

#AI #Engineering #Software #Management #Leadership #Startup #LLM #ML #Architecture

Continuing interviewing I'm going to talk about how the kids are making their app grow so fast, and how they're working with models to generate video.

3The Sumerian Model (B2B SaaS 2.0) Sumerian = professional + consumer. And that's the audience of the company.

  • 60% of Higgsfield audience are professionals (Graph designers, SMM managers, operators) They use the product at work, but they buy it themselves. (not through enterprise contracts) Why it matters: Individual adoption is faster than enterprise (more inertial) evangelists → word-of-mouth → viral
  • Examples: Cursor (developers), Gamma (presentation), Lovable (vibe-coding) Business model:
  • $9/mes (fan) + $100/mes (professional)
  • Subscriptions + tokens (LLM-like)

4Organic Growth Without Performance Marketing "60Percent of traffic is organic. People just found out somewhere and typed 'Higgsfield' into a search. More specifically, there are the following channels: Channels: Viral Trends on TikTok/Instagram/YouTube Network of influencers/creators (tutorial) Top football clubs in Europe, stars Why VCs like: Don't burn money for advertising, defensibility is more Organic = Word of mouth → Proof of product-market fit

5Proxy models: how to compete with Google / Meta Higgsfield strategy:

  • Using Google models. (Veo3), Kling (Chinese)Others on the API
  • Make your own models. (Soul - "the most aesthetic image gen")
  • Packing models for prosumers. (click-to-video, templates, camera control) Result:
  • Google, Kling, others. Who will be the first to launch a model on Higgsfield? Higgsfield controls distribution → leverage in negotiations with giants Lesson learned:
  • In AI distribution.> technology If you have strong channels, foundation model providers will work with you.

If you sum up the results, then one-line conclusions for product creators are as follows:

  1. Speed wins AI. If your iteration cycle is longer 2-4 weeks, you'll lose.
  2. Don't reinvent the wheel. Use foundation models over API, add value through UX/workflow
  3. Sumerians> enterprise early stages. Individual users are quicker to adopt and become evangelists
  4. GitHub = your second resumeEspecially if you’re a junior or no CS-degree.
  5. Creativity + Engineering = differentiation. Don’t just hire ML engineers, find domain experts

#AI #Engineering #Software #Management #Leadership #Startup #LLM #ML #Architecture