YouTubers Face Backlash for Promoting Higgsfield AI

High-profile video creators Matti Haapoja and Sam "Kold" Kolder recently published videos showcasing Higgsfield and its new Seedance 2.5 video-generation tool. While framed as creative explorations of the future of filmmaking, the videos drew immediate criticism from audiences who felt alienated by the sudden pivot to generative AI. Higgsfield PR manager Nuray Omarkhan later confirmed that both creators were compensated through a combination of money and platform credits. Kolder’s video even featured an affiliate link offering viewers a 30 percent discount on an annual Higgsfield subscription.

In his video, Haapoja demonstrated Seedance 2.5 by placing himself in AI-generated sci-fi environments and discussing "Cully Hill Boys," a feature-length AI film starring digital duplicates of YouTubers Mikyle "N3on" Rafiq and Matt Kiatipis. Kolder’s video, titled "AI is replacing me," blended real footage of Mauritania with uncanny AI elements. The promotional push quickly drew ire from fellow creators. Tech reviewer Marques Brownlee publicly challenged Haapoja’s comparison of generative AI to the landmark Canon EOS 5D Mark II DSLR, which popularized affordable 1080p full HD shooting. Brownlee pointed out that unlike the physical camera, generative AI is "trained on real human-made material without any credit."

For creative practitioners and influencers, this backlash highlights the growing reputational risks of partnering with generative AI companies. While tech firms like OpenAI—which recently hosted influencers at a "Summer Club" retreat—can absorb public friction, individual creators rely heavily on the trust of audiences who value human artistry. Endorsing AI tools that many digital artists view as an existential threat can quickly damage a creator's brand, signaling a misalignment with the very communities that built their careers.