Creator-services company Spotter has ended public access to its generative-AI tool suite, Studio and confirmed a new round of layoffs as it adjusts its business strategy.

Studio, an AI system that helped creators generate titles, thumbnails and production ideas, has been removed from public use. A Spotter spokesperson said the company is shifting focus to long-form brand partnerships and creator-led campaigns. The company did not disclose how many employees were affected.

Shift in company priorities

Founded in 2019 by Machinima, StyleHaul and Aaron DeBevoise, Spotter licenses back catalogs from creators in exchange for upfront payments and helps connect them with advertisers. The company, backed by investors including SoftBank and Amazon, introduced Studio to offer AI-based creative support.

Spotter explored generative AI as it looked beyond short-form content. The company brought in executives from Adobe, Amazon, Google, Headspace, Linktree, and Spotify to develop creator tools, launching Title Exploder in 2023. Its main product, Studio, analyzed YouTube channels to suggest topics and thumbnails, debuting widely in 2024 after a high-profile beta phase.

This year, Spotter has carried out multiple workforce reductions while aiming to streamline operations and reach profitability by the end of 2025.

“By transitioning Studio from an external offering to an internal platform, we can embed its capabilities directly into our growing advertising and licensing businesses. This allows us to use AI where it matters most: powering smarter matches between creators and brands, improving outcomes, and scaling creative impact,” DeBevoise said.

What happens next

Creators who previously used Studio’s tools will no longer have access to its title and thumbnail generator features. Spotter has not stated whether any of the tools will return in a private or revised form. Across the industry, several creator-economy firms have also been refining their product lines and workforce structures to maintain growth in a competitive market.

Spotter has not released additional details on future product plans or the timeline for internal reorganization.

Featured image courtesy: Spotter