Higgsfield AI, a platform that helps creatives complete video workflows end-to-end with AI, deployed GPT-6 Astra to accelerate both product development and customer ad creation. According to co-founder and CEO Alex Mashrabov, the model enabled a single engineer to deliver new exploration features within a day (OpenAI News). The speed was attributed to Astra's long-horizon task planning and ability to plan work across multiple steps.
For end users, GPT-6 Astra powers ad variation workflows where customers can request tasks like "Take my top-performing ad and generate 100 new variations," with the model handling customization for different countries and markets (OpenAI News). Mashrabov noted major improvements in helping smaller businesses sell more products by generating ads using video AI (OpenAI News). For commerce practitioners, this illustrates how frontier AI models can compress both internal engineering cycles and customer-facing creative workflows, lowering barriers for small business ad production at scale.