AI video company arouses fury by boasting about replacing creative jobs

The first rule of AI-generated job loss is you don't talk about AI-generated job loss ... if you're the company that caused it. Higgsfield.ai, a startup offering AI video creation tools, recently generated outrage when it claimed it had caused artists to hit the unemployment line.

Earlier this week, the company bragged on X that its AI motion design tool put an end to more than 20 creative jobs.

The artists using its services – well aware of AI's impact on the creative market and perhaps discomfitted by their complicity for using these tools – were not amused and the ensuing backlash on social media led to the post's removal.

"Seems like Higgsfield found out today that there are lines they just shouldn't cross in their marketing," wrote Aharon Rabinowitz, CEO of Motion Management, in a social media post. "Celebrating the end of artists' careers (even when ...