Over the past few days, a number of prominent filmmaking content creators, including Matti Haapoja and Sam “Kold” Kolder, have posted videos promoting Higgsfield's latest AI platform. These creators, who typically share their journey with their audience in a transparent manner, are now facing backlash from fans for seemingly accepting payment to endorse the technology.

The videos highlight new functionalities of Higgsfield's Seedance 2.5 and showcase how they can revolutionize video production. However, this has left portions of Haapoja’s and Kolder’s audiences feeling alienated, especially after screenshots of partnership offers were shared online suggesting these collaborations might be paid.

The reactions have been mixed but largely negative. Marques Brownlee criticized Haapoja for comparing generative AI to the Canon EOS 5D Mark II, highlighting that unlike physical tools, AI is trained on real human-made content without acknowledgment. Meanwhile, Kolder's video received more positive feedback from his audience, yet some still lamented the potential loss of creative control.

This situation raises questions about the future of influencer marketing and the ethical considerations when partnering with emerging technologies that could be seen as a threat to creativity. As AI continues to evolve, creators must navigate the delicate balance between innovation and maintaining their followers' trust.