Jimmy Donaldson, widely known as MrBeast, expressed concerns Monday regarding the potential impact of artificial intelligence (AI) on the livelihoods of content creators. Donaldson, who holds the top position on Forbes' 2025 list of creators with reported earnings of $85 million and 634 million followers, stated on social media that AI-generated video content could affect "millions of creators currently making content for a living," characterizing the situation as "scary times." His public comments are noted for their significant influence across the digital content industry.
Donaldson's remarks follow recent advancements in AI technology, including the introduction of OpenAI's Sora 2, an updated audio and video generation model. The accompanying mobile application quickly ascended to the number one position on the U.S. App Store following a surge in downloads, enabling users to create and share AI-generated videos in a vertical feed format. Simultaneously, YouTube, the primary platform for many creators, has integrated AI editing tools, such as features that generate AI video backgrounds using its Veo model and tools for creating clips or highlights from live content. YouTube Studio also offers an AI chatbot to assist creators with inquiries.
While voicing apprehension, Donaldson has also engaged with AI technologies in the past. Reports indicate his company previously launched an AI-powered tool for generating video thumbnails. This tool was later removed from his analytics platform, Viewstats, after receiving user feedback, with Donaldson announcing plans to replace it with links to human artists available for commission. Additionally, his company's philanthropic arm has made investments in AI ventures.
The broader digital content industry continues to debate the long-term implications of AI on creative professions and economic models. Discussions center on whether AI tools will democratize content creation or primarily contribute to what some observers categorize as "low-quality content." Industry analysts also note ongoing concerns regarding audience trust and creator reputation, particularly if AI is used in content production without explicit disclosure.
