Creators face backlash for paid promotion of Higgsfield AI video tool

Prominent filmmaking YouTubers, including Matti Haapoja and Sam "Kold" Kolder, posted videos showcasing Higgsfield's new Seedance 2.5 video-generation feature. Other creators then shared what appear to be PR-firm partnership offers from Higgsfield, prompting fan backlash over the promotion.

Why it matters: It's an early look at how AI video tools are marketing themselves, through creator partnerships rather than ads, and the backlash shows audiences growing skeptical of AI tools pitched as filmmaking's future without clear disclosure. Expect more scrutiny of paid AI-tool promotion as generative video quality keeps improving.