Several prominent filmmaking content creators recently posted videos showcasing Higgsfield, an artificial intelligence platform, and its newly released Seedance 2.5 functionality. The demonstrations featured various applications of the technology in video production contexts. Screenshots of partnership offers from public relations firms representing Higgsfield subsequently circulated among online communities, leading viewers to conclude the company had engaged creators to promote its services and build public goodwill.
The posts by creators Matti Haapoja and Sam Kolder generated substantial criticism from their audiences. Neither creator labeled their videos as advertisements, and initial inquiries about compensation went unanswered. Higgsfield later confirmed through its PR manager that the creators had received payment through both monetary compensation and platform credits. Haapoja’s video presented an infomercial-style demonstration of production techniques, while Kolder’s more narrative-driven offering included an affiliate link offering subscription discounts. Both videos blended real footage with AI-generated imagery and presented the technology as transformative for the entertainment industry.
The reaction from viewers and peer creators proved decidedly negative in many cases. Prominent creator Marques Brownlee questioned comparisons between generative AI and traditional filmmaking tools, emphasizing that AI systems train on human-created material without proper attribution. While Kolder’s comment section showed mixed responses, Haapoja faced more uniform pushback on social media platforms. Viewers expressed concerns that creators were endorsing technology perceived as threatening to human artists and that the posts functioned as undisclosed advertising.
The situation highlights potential complications when content creators partner with companies producing technology their audiences view skeptically. Unlike established corporations that can absorb reputational damage from controversial promotions, creators depend on audience trust built through perceived shared values and authentic engagement. For creators whose appeal centers on personal creativity and skill, endorsing AI tools risks signaling misalignment with followers’ concerns about automation and artificial content generation.
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