Top YouTube creators under fire for embracing AI funding
In recent days, several well-known filmmakers, including Matti Haapoja and Sam “Kold” Kolder, have shared videos showcasing the capabilities of the AI platform Higgsfield. Their content emphasizes the newly introduced Seedance 2.5 feature, presenting these innovations as the next big thing in video production.
Following the release of these videos, other creators began posting what seem to be screenshots of partnership offers from PR firms representing Higgsfield. This sparked speculation among fans that Higgsfield is leveraging creators to enhance its visibility and build a positive public image. Almost immediately, some fans criticized Haapoja and Kolder for their apparent collaboration with Higgsfield. Neither creator labeled their videos as advertisements, and they did not respond to inquiries regarding whether these were paid partnerships. However, after the initial reports, Higgsfield’s PR manager confirmed that the creators were compensated through a mix of monetary payment and Higgsfield credits. Despite this, the promotional nature of their videos left some viewers feeling disconnected.
Haapoja and Kolder present Higgsfield and Seedance 2.5 as groundbreaking tools with the potential to transform the entertainment landscape. Haapoja’s video resembles an infomercial, detailing how Cully Hill Boys—a feature film from Higgsfield featuring AI-generated versions of YouTubers Mikyle “N3on” Rafiq and Matt Kiatipis—was created using prompts. He also showcases Seedance 2.5’s features with AI-altered footage of himself in various sci-fi environments. Kolder’s video, titled “AI is replacing me,” begins with his background in video production before evolving into a fictional narrative reminiscent of Chappie, where he explores Mauritania with a robot companion. Both videos mix real footage with distinctly uncanny AI-generated visuals.
On social media, Haapoja’s video faced backlash from fans and fellow creators who view him as a peer. Marques Brownlee criticized Haapoja for comparing generative AI to the Canon EOS 5D Mark II, an iconic DSLR that made 1080p filming more accessible for indie filmmakers. Brownlee pointed out that, unlike the 5D Mark II, which requires users to learn how to operate it, generative AI is trained on human-created content without giving credit.
While Haapoja’s video received predominantly negative feedback, Kolder’s YouTube comments were more varied, with many viewers expressing enthusiasm. However, for every positive remark like “absolute cinema!” or “amazing transitions!”, there were comments lamenting that “AI defeated our king” and asserting that “no AI can replace creative artists.”
The criticism directed at Haapoja and Kolder has been louder than the responses to other recent collaborations involving Higgsfield. Cully Hill Boys premiered last week with little fanfare, suggesting viewers had mixed feelings about it. Posts from the film’s cast reveal a blend of support for Higgsfield and criticism for its approach, but most of the backlash hasn’t been aimed at the cast, who allowed the use of their likenesses but were not as involved in the production as traditional actors.
What sets Haapoja’s and Kolder’s posts apart is their resemblance to sponsored content designed to win over their audiences for Higgsfield. Although neither creator explicitly states that viewers should use these products, the implication is clear. Kolder’s video caption appears to include an affiliate link offering a 30% discount on an annual Higgsfield subscription.
Partnerships between brands and creators are common today, but Haapoja’s and Kolder’s experiences illustrate the potential pitfalls when influencers align with products that may not resonate with their audience’s values. This issue can arise with any product, but endorsing generative AI specifically can make creators targets for negative sentiments surrounding the technology. A similar situation occurred earlier this month when OpenAI invited a group of influencers to a luxury retreat, leading to backlash despite the lack of substantial content showcasing OpenAI’s tools.
While companies like OpenAI and Higgsfield can afford to risk alienating some audiences with their marketing, creators who partner with AI firms find themselves in a more precarious position. These creators build their followings based on trust and shared values, making it risky for those like Haapoja and Kolder, whose appeal stems from their human creativity, to endorse technology perceived as a threat. Such endorsements can signal to their followers that they may not align with their audience’s interests.
Update: This story has been updated to include a comment from Higgsfield confirming that these videos were part of paid collaboration deals with creators.
