AI Film Tool Higgsfield Quietly Recruited YouTube Stars, and Fans Are Not Happy
Two prominent filmmaking creators posted glowing videos about an AI video platform without labelling them as ads. Their audiences noticed, and the backlash raises a bigger question about creators endorsing AI tools.
Key points
- Filmmaking creators Matti Haapoja and Sam "Kold" Kolder both posted videos promoting AI video platform Higgsfield's Seedance 2.5 tool, with neither video labelled as a paid advertisement.
- Screenshots shared by other creators appear to show PR firms soliciting paid partnerships on Higgsfield's behalf.
- Kolder's video caption contains what looks like an affiliate link offering 30 percent off an annual Higgsfield subscription.
- Tech reviewer Marques Brownlee publicly criticised the comparison of generative AI to a beloved camera, noting AI is trained on human creative work without crediting its creators.
- Neither Haapoja, Kolder, nor Higgsfield responded to questions from The Verge about whether money changed hands.
Two of YouTube's most-watched filmmaking educators posted enthusiastic videos this week about Higgsfield, an AI platform that lets users generate and edit video using text instructions. The videos showcase Seedance 2.5, Higgsfield's latest AI video model. Neither video carries an "ad" or "sponsored" label.
What did the videos actually show?
Both videos blend real footage with AI-generated imagery. Haapoja's plays like an infomercial, walking viewers through how a full-length film called "Cully Hill Boys" was assembled using typed prompts, and showing himself dropped into sci-fi settings by AI. Kolder's, titled "AI is replacing me," tells a fictionalised story in which he explores Mauritania alongside a robot companion.
The creative results are slick. But audiences quickly noticed something else.
Other creators began posting screenshots of what appeared to be pitch emails from PR firms working on Higgsfield's behalf, offering paid deals to promote the same tool. That context changed how many viewers read the original videos.
Why are people so annoyed?
The core complaint is trust. Haapoja and Kolder built their audiences by sharing honest, hands-on filmmaking advice. Posting what looks like a sponsored review, without saying so, feels like a breach of that relationship to many followers.
Marques Brownlee, one of the most-followed tech reviewers on YouTube, pushed back on Haapoja's comparison of generative AI to the Canon EOS 5D Mark II, a camera famous for making high-quality video affordable for independent filmmakers in the early 2010s. Brownlee's point: the camera was a physical tool people had to learn to use. Generative AI is "trained on real human-made material without any credit" to the artists whose work fed it.
Kolder's comments section was more divided, mixing praise for the visuals with users mourning what they see as a loss. Haapoja's response on Threads was more uniformly critical.
| Creator | Platform | Label | Affiliate link? |
|---|---|---|---|
| Matti Haapoja | YouTube / Threads | None | Not confirmed |
| Sam "Kold" Kolder | YouTube | None | Appears yes (30% off) |
| Cully Hill Boys cast | Various | Mixed | No |
What does this mean for ordinary viewers?
If you follow creators for genuine recommendations, this story is a practical reminder to check whether a video carries a paid-partnership label before acting on its advice. In many countries, including the United States, advertising rules require influencers to disclose paid deals clearly. A "30% off" affiliate link in a caption is a signal worth noticing.
For creators, the calculation is harder. Partnering with an AI company right now means absorbing the public's frustration with a technology that many working artists believe threatens their livelihoods. OpenAI found this out earlier in June when influencers who attended a branded "Summer Club" retreat faced backlash simply for posting about the free trip.
Highgsfield gains exposure. The creators take the reputational risk.
Common questions
Is it illegal to post an ad without labelling it?
In the US, the Federal Trade Commission requires influencers to clearly disclose any paid relationship with a brand. If money or free products changed hands here and no disclosure was made, that could be a violation, though enforcement is inconsistent.
What is Seedance 2.5?
Seedance 2.5 is Higgsfield's AI video model. It generates or edits video clips based on text instructions, the same basic idea as typing a description and getting a short video back.
Should I trust creator reviews of AI tools?
Treat any creator video about a product the way you would a magazine review: look for a disclosure label, check whether the creator has a history of honest criticism, and search for independent opinions before forming your own view.
