What happened
In recent days, several prominent filmmaking creators, including Matti Haapoja and Sam 'Kold' Kolder, posted videos demonstrating what they describe as the capabilities of the AI platform Higgsfield.
The clips showcase Higgsfield's newly added Seedance 2.5 functionality and pitch the technology as the future of video production.
The posts have drawn criticism from viewers and peers, fueling a backlash over the creators' decision to accept AI-related sponsorship money.
Why it matters
The backlash highlights a growing tension in the creator economy, where audiences may see AI platform endorsements as a conflict with traditional filmmaking values.
When top filmmaking voices promote AI tools as the future, it can shape how smaller creators and audiences perceive the role of AI in video production — and where they draw the line on sponsored content.
Key facts
Matti Haapoja and Sam 'Kold' Kolder are among the creators who posted videos about Higgsfield.
The videos highlight Higgsfield's recently added Seedance 2.5 functionality.
The creators pitch the technologies as the future of video production and have faced backlash for accepting AI money.
What to watch next
It remains to be seen whether the criticism will prompt the creators to respond, clarify their sponsorship arrangements, or reconsider future AI-related promotions.
The situation may also spark broader discussion within the filmmaking community about disclosure and editorial independence when covering AI tools.