YouTuber MrBeast is facing criticism after announcing an AI-powered thumbnail tool designed to help creators generate YouTube thumbnails. The tool is a product of Juice, a startup in which he has invested.
After promoting the tool on X (formerly Twitter), MrBeast deleted the post following widespread backlash from creators who took issue with how the product was positioned.
The tool claims to predict top-performing thumbnails
The AI thumbnail generator aims to predict which thumbnail will perform best by analyzing YouTube data and patterns across a wide range of content. Juice says the tool was trained on thousands of videos, including MrBeast’s own content.
According to Juice cofounder Ben Lang, the tool is meant to help creators quickly iterate and identify thumbnails with the highest likelihood of getting clicked. The tool is currently in early access, and Juice states that it will continue to improve its accuracy over time.
Creators question the framing
Much of the criticism stemmed from the way the tool was marketed. MrBeast’s deleted post described the tool as giving users “better thumbnails than most YouTubers instantly,” a claim many creators viewed as dismissive of the design work that goes into thumbnail creation.
Some creators raised concerns about the broader implications of AI-generated creative tools. Others pointed out the contrast between the simplicity of the AI pitch and the highly strategic thumbnail process MrBeast is known to use, which includes hiring experienced designers and extensive A/B testing.
Tool development continues
Despite the backlash, Juice has not paused development or public access. The company maintains that its tool is designed to support creators, particularly those without access to large design teams or the resources to test numerous options.
In response to the feedback online, MrBeast announced he and Juice were working on changes to the tool. Notably, MrBeast said the tool will now only faceswap on your own thumbnails, not others’ thumbnails.
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