The news: Higgsfield’s Soul is the latest AI-powered image- and video-generation service that’s fine-tuned for “fashion-grade realism,” making the output resemble professional photos and videos without the plasticky, overprocessed feel of typical AI visuals. 

A browser-based rival to DALL-E, Midjourney, and Adobe Firefly, Soul starts at $9/month for 150 credits and scales to $39 for 1,500 credits. It offers 50+ style presets and watermark-free outputs.

Aiming for authenticity in a sea of AI: As AI fatigue sets in, tools that can replicate professional photo and video output that’s publication ready can drive down advertising production costs, or at the very least accelerate ideation with precise, high-quality assets. 

Nearly half of marketers worldwide, or 49%, use AI daily to generate images and create videos, per Canva, indicating a ready-made audience for Soul’s capabilities. 

Here are some benefits: 

• 50+ presets. Options include scene-setting like “Amalfi summer,” lens, visual effects like “lens flare,” and camera controls like “bullet time.” Users can then input natural language prompts or allow the AI to write them. This feature can eliminate guesswork—ideal for lean teams.
• Watermark-free outputs. Images and videos are campaign-ready but could also be misused.
• Browser-based access. No downloads or installs are required, lowering barriers to adoption.

Creative use case: It’s ideal for testing creative concepts before committing to production.

Soul delivers in early tests: After signing up and feeding Soul’s Lite (free) version a stock photograph of a PC monitor in a home office, I prompted it to animate the monitor’s screen and show a person made of computer code trying to escape the screen.

Soul generated a 5-second video, which turned the 2D image into a slow-panning 3D video. Soul filled in the corners of the screen and added plants and bookshelves that were not in the original photo. 

Overall video quality was crisp and detailed, and it certainly could be improved through more prompting. 

Our take: For less than $10 a month, freelancers and marketing teams can now fast-track campaign proposals and client pitches with high-quality visuals. As AI tools become more accessible, the advantage goes to creatives who learn to shape them strategically—those are the ones who’ll win the big contracts.

Marketers should treat tools like Soul it as an accelerant, not a replacement. Use it to prototype fast, align on visual direction, and cut production waste.