MrBeast says AI could threaten creators’ livelihoods, calling it ‘scary times’ for the industry

Prominent YouTube star MrBeast has voiced significant concerns regarding the implications of artificial intelligence on the livelihoods of content creators. Despite his own ventures into AI technology, he took to social media to express his unease about the potential disruption AI-generated videos could bring to the millions who rely on content creation for their income. He described the current climate as 'scary times' for the industry. Known off-screen as Jimmy Donaldson, MrBeast tops Forbes' list of leading creators for 2025, boasting an impressive $85 million in earnings and a staggering 634 million followers. Given his influential status, his thoughts carry weight in the creator community, suggesting that if he is apprehensive about AI’s impact, smaller creators may feel even more anxious. His remarks come in the wake of the launch of OpenAI’s Sora 2, a cutting-edge audio and video generator, alongside a mobile application that allows users to create their own AI-generated content, including personalized videos in a TikTok-style vertical format. This app has rapidly gained popularity, quickly reaching the top of the U.S. App Store charts. YouTube is also adapting to the rise of AI, with the introduction of various AI editing tools that enable creators to generate videos using its Veo model, which can animate still images or apply different styles to existing footage. The platform has integrated AI features into its offerings, such as tools for creating highlights from live broadcasts or podcasts and an AI chatbot that assists creators within YouTube Studio. MrBeast himself has engaged with AI technologies, although not without controversy. Earlier this summer, he faced backlash after launching an AI tool for generating video thumbnails, which he eventually withdrew from his analytics platform, Viewstats, opting instead to direct users to human artists for their design needs. His philanthropic arm has also explored investments in AI. The debate continues over whether the allure of AI-generated videos will democratize content creation or if the finest videos will always require the ingenuity of human creators to conceptualize and effectively utilize these tools. Moreover, there are growing concerns about the quality of AI-generated content, often referred to as 'slop,' leading viewers to express their discontent when such material appears in their feeds. Even if AI-generated content becomes indistinguishable from human-made videos, creators who fail to disclose their use of AI could risk undermining their trust with audiences, potentially damaging their reputations in the process.