YouTube creators face backlash over AI promotional deals

The controversy ignited after viewers noticed the creators promoting Higgsfield’s Seedance 2.5 functionality, a tool capable of generating video through prompts. Haapoja produced an infomercial-style breakdown of the film Cully Hill Boys, while Kolder released a narrative short featuring AI-generated imagery alongside his own footage. Neither creator explicitly labeled the videos as sponsored content, though Kolder’s post included an affiliate link offering a 30 percent discount on annual Higgsfield subscriptions.

Prominent tech reviewer Marques Brownlee publicly challenged Haapoja’s comparison of generative AI to the Canon EOS 5D Mark II. Brownlee argued that unlike a camera, which requires human skill, generative models rely on training data scraped from human-made material without credit. While Kolder’s YouTube comments reflect a divided audience, the broader response across social media highlights a growing friction between influencers and their followers regarding the role of synthetic media in creative fields.

This incident mirrors recent tensions involving OpenAI, where influencer partnerships have similarly alienated core fanbases. For creators whose brand is built on human artistic labor, endorsing products viewed as a threat to their own industry carries significant reputational risk. By aligning with AI firms, these influencers have become lightning rods for public anxiety surrounding the ethics of automation, testing the limits of the trust they have spent years cultivating with their viewers.