MrBeast has joined a growing number of creators voicing concern about the rise of Sora, an artificial intelligence video platform capable of automatically generating short-form content. Several creators have expressed uncertainty about how such technology could affect viewership patterns, algorithmic visibility and long-term income for human creators.
Concerns regarding the rise of AI-generated content
In social media posts and interviews, MrBeast referred to the current digital environment as “scary times” for creators, suggesting that AI-driven content could compete directly with human creators for audience attention. He and others noted that platforms such as Sora, which can automatically produce videos in the style of short-form apps like TikTok, have the potential to increase the volume of content online without requiring the creative labor of individuals. Some creators have expressed concern that this could make it more difficult for original videos to maintain visibility within recommendation algorithms that prioritize engagement metrics.
If AI-generated videos achieve similar engagement rates to human-made content, creators fear this could dilute earnings and make monetization less sustainable across major platforms. Supporters of AI-generated media point to its ability to reduce production time, lower costs and expand creative experimentation. They argue that tools such as Sora could help small teams or independent creators test new formats and ideas more efficiently. However, critics say that the increased use of AI-generated media creates new challenges for recommendation systems.
What creators can do
Creators should begin focusing on authenticity, live interaction and storytelling that emphasizes human personality as a counterbalance to automated production. Platforms should also implement clearer labeling systems or algorithmic safeguards to prevent AI-generated material from dominating feeds.
As AI video tools continue to evolve, platform policies and audience behavior will likely determine how creators adapt. Future regulations and transparency standards could shape how AI content is integrated into the creator economy. For now, many creators see the rise of automated platforms as both a technological opportunity and a potential disruption to traditional models of creativity.