AI video and marketing automation company Higgsfield announced the launch of a ChatGPT plugin deeply integrated with OpenAI's latest model GPT-6 Astra, aimed at paid advertising scenarios. Users can run advertising processes directly from the ChatGPT interface by entering "@Higgsfield /marketing" in the chat box.

According to Higgsfield's official introduction, after integrating GPT-6 Astra, the plugin can automatically execute three core tasks: directly managing advertising accounts, including launching new ads, testing creative materials, and automatically scaling successful ads; analyzing target customer needs across social media platforms; and continuously iterating advertising "hooks" based on new product selling points. This functionality is built on the Apps SDK launched by OpenAI earlier this year, which is based on the open Model Context Protocol (MCP) and has been open-sourced, allowing developers to define application interfaces and backend logic. Users can trigger third-party applications by directly entering the application name in the conversation, such as the official example "Spotify, make a playlist for my party".

Higgsfield was founded in 2023 by former Snap executive Alex Mashrabov and completed a $400 million Series B financing round in August this year, led by DST Global, with participation from Goldman Sachs Alternative Investments, Valor Capital, and Tribe Capital. The company's valuation jumped from $1.3 billion to $5.4 billion in just eight months, with an annual revenue reaching $700 million and over 30 million global users across 200 countries. It claims that 390 (about 78%) of the Fortune 500 companies have adopted its platform, although this data has not been independently audited.

Higgsfield's marketing product line, Marketing Studio, attracted 68,000 marketers in its first 30 days, with commercial advertising scenarios currently accounting for 70% of the platform's overall activity. The company's net revenue nearly quadrupled in the first five months of this year, with a month-on-month growth rate of 30%. Sean Frank, CEO of men's accessories brand Ridge, previously stated that "we went from product conception to officially launching video ads in just 15 minutes, which used to take weeks".

This integration follows OpenAI's earlier opening of the ChatGPT third-party application submission channel and the launch of the App Directory, where OpenAI also announced the "Agentic Commerce Protocol" that supports direct checkout within ChatGPT, indicating its push to extend from conversational entry to deeper commercial scenarios such as advertising and e-commerce transactions. Higgsfield is one of the first marketing technology companies to integrate complete advertising account management capabilities into the ChatGPT conversation interface. Previously, its self-developed Supercomputer 2.0 system had integrated over 35 image, audio, and video models and operated based on NVIDIA's Agent Toolkit and Nemotron model.

From a funding and competitive logic perspective, advertisers' marketing budgets are rapidly shifting from traditional standalone marketing tools and agencies to "conversational operation" one-stop AI agency platforms. Higgsfield's choice to integrate GPT-6 Astra at the earliest opportunity is essentially to seize the distribution benefits brought by OpenAI's large monthly active user base, solidifying its competitive position relative to video generation peers like Synthesia and Runway, as well as traditional advertising technology vendors. For OpenAI, supporting third-party applications like Higgsfield to complete real advertising actions within ChatGPT also helps elevate ChatGPT from a mere content generation tool to a platform capable of directly facilitating commercial transactions and advertising consumption, thereby building a new moat in the competition for traffic and budgets with advertising giants like Google and Meta. In the short term, small and medium-sized AI marketing tool vendors that can quickly access this ecosystem and capture user mindshare will benefit, while traditional advertising agencies and marketing SaaS tools lacking AI-native capabilities will face greater substitution pressure.

Source: Public Information