YouTube filmmakers face backlash after promoting Higgsfield AI in videos

In short: Big YouTube filmmaking creators are being criticized after posting videos that promote the AI video tool Higgsfield, and viewers think the posts may be paid ads.

What's going on

Over the past few days, filmmaking creators Matti Haapoja and Sam “Kold” Kolder posted videos showing off Higgsfield, an AI platform that can generate or change video using text prompts (like giving instructions to a video editor, but you type the instructions). Their videos focus on a feature called Seedance 2.5.

After the videos went up, other creators shared screenshots on Threads that looked like partnership offers from PR firms working for Higgsfield. That led many fans to believe Higgsfield was paying or rewarding creators to promote the tool and to make it feel more accepted.

A major issue is disclosure. Haapoja’s and Kolder’s videos were not labeled as ads, and The Verge reports that neither the creators nor Higgsfield answered questions about whether the videos were paid partnerships. Kolder’s video caption also appeared to include an affiliate link, which can give the creator a benefit when viewers sign up.

The reaction has been loudest on Haapoja’s post, including criticism from fellow creator Marques Brownlee. Brownlee pushed back on Haapoja comparing generative AI to a popular Canon camera, and he pointed out that generative AI can be trained on human-made work “without any credit.” Kolder’s YouTube comments were more mixed, with some praising the visuals and others saying AI should not replace artists.

What to watch

More creators may start labeling AI promotions more clearly, especially as audiences grow more sensitive to AI tools that can copy styles and people’s likenesses. If creators do not explain what is sponsored and what is not, they risk losing trust with the fans who made their careers possible.

Source: The Verge AI