Major YouTube creators are facing backlash for accepting AI money

When popular YouTube filmmakers Matti Haapoja and Sam “Kold” Kolder posted videos showing off Higgsfield’s new Seedance 2.5 tool, the clips quickly drew criticism from viewers who felt the creators were promoting paid AI endorsements without clear disclosure. The backlash sparked a broader conversation about transparency, sponsorship ethics, and the growing influence of artificial‑intelligence tools in independent video production.

What You Need to Know

Matti Haapoja, known for his tutorials on cinematography and color grading, uploaded a demonstration where he used Seedance 2.5 to generate complex camera moves and visual effects that would normally require expensive rigs or extensive post‑production work. Sam “Kold” Kolder, whose channel focuses on experimental editing techniques, followed a similar format, highlighting how the AI platform can replace manual keyframing for certain tasks.

Both videos included a brief mention that Higgsfield had compensated them for the content, but the disclosure appeared only in the video description and was not spoken aloud. Audiences noted that the sponsorship label was easy to miss, leading to accusations that the creators were presenting the AI tool as an unbiased recommendation rather than a sponsored product.

The reaction was amplified on social media, where several fellow creators and industry commentators called for clearer labeling practices. Some argued that the trend of AI‑sponsored tutorials risks eroding trust if audiences cannot distinguish between genuine educational content and paid promotion.

Why It Matters

Transparency in sponsored content is a long‑standing expectation on platforms like YouTube, where the Federal Trade Commission requires clear and conspicuous disclosure of any material connection between a creator and a brand. When disclosures are buried or omitted, viewers may make purchasing decisions based on the assumption of impartial advice, which can violate both platform guidelines and advertising regulations.

Beyond legal considerations, the incident highlights a growing tension as AI tools become more integrated into creative workflows. Creators who showcase these technologies have a responsibility to explain not only what the tool can do but also any limitations, costs, or learning curves involved, ensuring that their audience receives balanced information rather than a promotional pitch.

Key Details

• Matti Haapoja’s video received over 350,000 views within 48 hours.
• Sam “Kold” Kolder’s demonstration accumulated roughly 280,000 views in the same period.
• Both videos featured a sponsored mention only in the description box, not in the spoken narration.
• Critics pointed out that the Seedance 2.5 functionality shown requires a subscription tier starting at $49 per month.
• Several commenters noted that the AI‑generated results still needed manual refinement for professional use.
• Higgsfield issued a statement reminding creators to follow FTC guidelines for clear and conspicuous disclosures.

What’s Next

Moving forward, creators discussing AI tools are likely to adopt more visible sponsorship tags, such as on‑screen overlays or verbal disclosures at the start and end of their videos. Platforms may also increase monitoring of AI‑related content to ensure compliance with advertising standards, while audiences continue to scrutinize the line between genuine tutorials and paid promotions.

📌 Source: Verge Ai