But for every few “absolute cinema!” or “amazing transitions!”

comments, there are people lamenting that “AI defeated our king” and insisting that “no AI can replace creative artists.” The negative reactions to Haapoja’s and Kolder’s videos have been much louder than most of the responses to some of Higgsfield’s other recent creator collaborations.

Cully Hill Boys debuted last week without all that much fanfare, which made it seem like viewers might not have had particularly strong feelings either way about it. When you scroll through some of the posts that Cully Hill Boys’ cast shared about the film, there’s a mix of AI boosters cheering Higgsfield on and people knocking the company for being a slop purveyor.

For the most part, those criticisms haven’t been aimed at the film’s cast — who gave Higgsfield the right to use their likenesses, but were otherwise not as directly involved in the project’s production as traditional actors would be. What’s different about Haapoja’s and Kolder’s posts is how they come across as sponsored advertising intended to ingratiate the creators’ audiences with Higgsfield.

Even though neither of the creators goes so far as to say “you, too, should absolutely be using these products,” that certainly seems to be the underlying message. The caption for Kolder’s video appears to contain what looks like an affiliate link, offering a 30 percent discount on an annual Higgsfield subscription.

As common as partnerships between brands and creators are today, Haapoja’s and Kolder’s cases show what can happen when people with large social media followings involve themselves with products and companies that don’t align with their audiences’ values. This is a potential issue with basically any product, but by endorsing generative AI in particular, creators are opening themselves up to becoming focal points for people’s negative feelings about the technology.

That’s what happened earlier this month when OpenAI invited a gaggle of influencers to a luxury resort in New York for a “Summer Club” retreat. None of those content creators uploaded anything as substantial as lengthy videos showing off OpenAI’s tools, but their posts about the trip and receiving OpenAI-branded swag were more than enough to leave their followers turned off.

While companies like OpenAI and Higgsfield can afford (to some extent) to rub people the wrong way with their advertisements, creators who agree to partnerships with AI companies are in a much more complicated position. Creators can only secure such deals after building large followings, but those followings often consist of people who see them as trustworthy individuals with beliefs similar to their own.

For creators like Haapoja and Kolder, whose appeal as filmmakers lies in their own human creativity, this bargain is especially risky. At a time when many AI services and tools are seen as a threat, endorsing the technology can signal to their followers that they aren’t someone to be invested in.

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Hayoun, a plumber, has said he beat and pinned down the co-pilot after breaking into the cockpit and then brought the aircraft under control.