A series of promotional videos for the AI platform Higgsfield has generated considerable dissatisfaction among segments of the online fan community.
In recent days, several prominent filmmaking content creators, including Matti Haapoja and Sam “Kold” Kolder, published videos showcasing the capabilities of the AI platform Higgsfield. These videos specifically highlighted Higgsfield’s newly integrated Seedance 2.5 functionality, positioning these technologies as foundational for the future of video production.
The release of these videos prompted other creators to share screenshots of what appeared to be partnership offers from PR firms representing Higgsfield. This collective evidence led fans to conclude that Higgsfield was strategically leveraging creators to enhance its public profile and cultivate goodwill. Consequently, Haapoja and Kolder faced immediate criticism from fans for their apparent collaboration with Higgsfield. Despite the videos not being explicitly labeled as advertisements, and neither the creators nor Higgsfield responding to inquiries from The Verge regarding potential paid partnerships, their content, which strongly resembled promotional material, alienated a significant portion of their respective audiences.
Both Haapoja and Kolder enthusiastically presented Higgsfield and Seedance 2.5 as groundbreaking tools poised to revolutionize the entertainment industry. Haapoja’s video adopted an infomercial style, explaining the production of “Cully Hill Boys”—Higgsfield’s feature-length film starring AI-generated likenesses of YouTubers Mikyle “N3on” Rafiq and Matt Kiatipis—through prompt-based creation. He also demonstrated Seedance 2.5 by manipulating footage of himself into various sci-fi environments. Kolder’s video, titled “AI is replacing me,” began by detailing his video production background before evolving into a fictionalized, Chappie-esque narrative where he explored Mauritania with a robot companion. Both productions notably interwove footage of real individuals with distinctively uncanny AI-generated imagery.
On Threads, Haapoja’s video encountered significant pushback from fans and fellow creators, including Marques Brownlee. Brownlee specifically challenged Haapoja’s comparison of generative AI to the Canon EOS 5D Mark II—an iconic DSLR celebrated for making 1080p full HD filmmaking accessible to independent creators. Brownlee underscored that, unlike the 5D Mark II (a physical tool requiring skill to master), generative AI is "trained on real human-made material without any credit."
In contrast to the predominantly negative reception for Haapoja’s video, Kolder’s YouTube comments section displayed a more varied response, with many viewers expressing positive feedback. However, amidst comments like “absolute cinema!” and “amazing transitions!”, there were also laments such as “AI defeated our king” and assertions that “no AI can replace creative artists.”
The strong negative reactions to Haapoja’s and Kolder’s videos surpassed the responses to most of Higgsfield’s other recent creator collaborations. “Cully Hill Boys” debuted the previous week with relatively little fanfare, suggesting a more neutral audience sentiment. Posts shared by the cast of “Cully Hill Boys” revealed a mix of AI proponents supporting Higgsfield and critics labeling the company as a purveyor of "slop." Notably, these criticisms were largely not directed at the film's cast, who granted Higgsfield rights to their likenesses but were not as directly involved in the production as traditional actors.
The distinctive aspect of Haapoja’s and Kolder’s posts lies in their appearance as undeclared sponsored advertising, seemingly designed to ingratiate Higgsfield with their respective audiences. While neither creator explicitly urged viewers to use these products, this message appeared to be the clear underlying intent. Furthermore, the caption for Kolder’s video included what seemed to be an affiliate link, offering a 30 percent discount on an annual Higgsfield subscription.
While brand-creator partnerships are ubiquitous today, the cases of Haapoja and Kolder exemplify the potential repercussions when influencers with substantial social media followings align themselves with products or companies that clash with their audience's values. Although this risk exists for virtually any product, endorsing generative AI, in particular, positions creators as focal points for widespread negative sentiments concerning the technology. This dynamic was evident earlier this month when OpenAI hosted a "Summer Club" retreat for influencers at a luxury resort in New York. While those creators did not produce extensive videos showcasing OpenAI’s tools, their posts about the trip and the OpenAI-branded merchandise they received were sufficient to disengage their followers.
While companies like OpenAI and Higgsfield can, to a certain extent, withstand public disapproval arising from their advertisements, creators who enter partnerships with AI companies face a far more complex dilemma. Such deals are typically secured only after cultivating a large following, a following often built on the perception of the creator as a trustworthy individual sharing similar values. For creators like Haapoja and Kolder, whose appeal as filmmakers is rooted in their inherent human creativity, this arrangement carries significant risk. In an era where many AI services and tools are perceived as a threat, endorsing this technology can signal to their followers a misalignment of values, potentially eroding their audience's investment in them.
The Editorial Staff at AIChief is a team of professional content writers with extensive experience in AI and marketing. Founded in 2025, AIChief has quickly grown into the largest free AI resource hub in the industry.