Higgsfield looks like the fastest-growing AI image and video generation tool in eCommerce
We see its adoption among our DTC brands nearly double in four months. Midjourney's grew 7%.
The AI video race gets scored two ways. There are the benchmark leaderboards, where Google's Veo, OpenAI's Sora, and others trade the top spot every few weeks. And there's whatever is trending on X this week. Neither tells you what brands actually pay for.
Pooled and anonymized across thousands of merchants, we looked at where eCommerce brands actually put their money. The spending data points to one name: Higgsfield, an AI image and video app that first showed up in that spend in April 2025.
A year on, Higgsfield is the second-most-common AI image and video generator in that spend, behind only Midjourney, and it is growing faster than any other generator we track. In the four months after January 2026, the number of DTC brands paying for it grew 83%. Midjourney grew 7%.
AI content generation growth is in video now. The two fastest-growing tools in the chart, Higgsfield and Kling, both generate video. The slowest is Midjourney, the image generator most teams already had a year ago. Higgsfield grew roughly twice as fast as Kling, the next quickest, over the same four months. Read together, the lines describe a category that has finished adopting AI images and is now adopting AI video.
It came from nowhere. The other four tools were already in merchant spend well before Higgsfield's first payments, which land in April 2025. Every line in the chart starts level at 100 in November, but Higgsfield reached that point from a standing start in a matter of months, and from there it pulls away from the pack.
The open question is whether they stay. This is where AI video earns its reputation. Among the generators built around credits rather than seats, retention is brutal. Of the merchants who start paying Runway or Kling, roughly half lapse within a single month, and fewer than 3 in 10 are still paying six months later. Brands buy the credits, run the campaign, and leave. Higgsfield is holding up better than its video peers so far, keeping about 43% of merchants at six months against Runway's 27% and Kling's 23%. That gap is the bull case. It's also an early read on a tool barely a year old, so I'd want another two quarters before leaning on it.
Disclaimer
Wayflyer Insights are based on aggregated, anonymized data from our base and are provided for general informational purposes only.
They are not industry benchmarks, investment advice, or guarantees of outcomes, and may not be representative of the broader market.