Top YouTube Creators Face Backlash Over AI Platform Endorsements
Prominent filmmakers Matti Haapoja and Sam “Kold” Kolder are facing criticism after posting unlabeled videos promoting the AI platform Higgsfield. Critics argue the videos function as disguised advertising and that generative AI threatens creative professions.
Several well-known filmmaking content creators, including Matti Haapoja and Sam “Kold” Kolder, recently posted videos showcasing the capabilities of AI platform Higgsfield, particularly its new Seedance 2.5 feature. Both creators frame generative AI as a groundbreaking tool for the future of video production, though neither video is labeled as sponsored content.
Following the posts, other creators began sharing what appeared to be screenshots of partnership offers from PR firms representing Higgsfield, fueling speculation that the company was attempting to use influential creators to boost its public image. Neither Haapoja, Kolder, nor Higgsfield responded to questions about whether the videos were paid collaborations.
Mixed and negative reactions
Haapoja's video, resembling an infomercial, explains how Higgsfield's feature film "Cully Hill Boys" was created using prompts, and shows Seedance 2.5 placing an AI-manipulated version of himself into science-fiction scenes. Tech reviewer Marques Brownlee criticized Haapoja for comparing generative AI to the Canon EOS 5D Mark II camera, pointing out that AI models are trained on human-made material without credit or consent.
Kolder's video, titled "AI is replacing me," turns into a fictional narrative in which he explores Mauritania with a robot's help. Reactions in the comments were mixed, with some viewers praising the visuals while others expressed disappointment over AI's impact on creative work. The video's caption also includes what appears to be a discount link for a Higgsfield subscription.
The backlash echoes recent criticism directed at OpenAI after it invited influencers to a luxury retreat. Observers note that creators whose appeal rests on human creativity face particular risk when promoting AI tools, since doing so can alienate audiences who view the technology as a threat to creative industries.
