AI
YouTube Filmmakers Face Audience Backlash After Promoting AI Platform Without Clear Disclosure
Creators including Matti Haapoja and Sam Kolder sparked controversy by posting enthusiastic demonstrations of Higgsfield's AI tools—raising questions about undisclosed sponsorships and the risks of endorsing generative AI.
The Verge
A pair of prominent YouTube creators have drawn criticism from their audiences and peers after uploading videos showcasing an artificial intelligence video production platform in what appeared to be sponsored content without clear labeling.
Matti Haapoja and Sam "Kold" Kolder, both known for their work in filmmaking and video production, released videos highlighting Higgsfield's Seedance 2.5 technology. The videos presented the AI tools as transformative innovations for the entertainment industry, with Haapoja demonstrating how the tools were used to produce Cully Hill Boys, a feature film featuring AI-generated likenesses of YouTubers. Kolder's entry, titled "AI is replacing me," blended real footage with AI-generated imagery in a narrative exploring themes of automation and technological displacement.
The Disclosure Problem#
The videos were never explicitly branded as advertisements, and neither the creators nor Higgsfield confirmed to media outlets whether compensation had been exchanged. However, other creators subsequently shared what appeared to be partnership pitches and sponsorship offers from public relations firms working on Higgsfield's behalf, prompting audiences to conclude the videos were paid promotions. The revelation sparked significant pushback from viewers and fellow creators who felt misled by the apparent undisclosed advertising.
What distinguished these cases from other Higgsfield collaborations was their tenor—Haapoja and Kolder didn't simply appear in or discuss the technology, but rather constructed entire videos around enthusiastic endorsements. Notably, Kolder's video caption included what looked like an affiliate link offering a 30 percent discount on a Higgsfield subscription, further cementing the commercial nature of the posts.
Why Audiences Reacted Negatively#
The backlash reflects broader concerns about generative AI's impact on creative work. Prominent creator Marques Brownlee objected to Haapoja's comparison of AI tools to the Canon EOS 5D Mark II, a game-changing camera that democratized high-quality video production. Brownlee pointed out a critical difference: unlike a camera, generative AI systems are "trained on real human-made material without any credit," raising ethical questions about how the technology functions.
Other viewers expressed worry that the creators were endorsing technology many see as a threat to artistic employment and originality. While Kolder's YouTube comments contained some positive responses praising the visual effects, numerous viewers lamented losing faith in creators they once admired, with some framing the endorsement as a betrayal of the creative community.
