Earlier in May, Hollywood took significant steps in trying to bring generative AI into the animation industry. Both Netflix and Amazon announced different plans to use the controversial technology to create animated shows for their respective platforms, with the latter creating a fund to lend their AI tools to creators in the field.
Along with the fund, Amazon announced a trio of Prime Video shows born from it. Reactions to the whole ordeal were negative, with much discussion concerning two series, Punky Duck from El Tigre creator Jorge R. Gutierrez, and Buzzfeed Studios’ Cupcake & Friends. In the latter’s case, Loryn Brantz—who originally created the Good Advice Cupcake that’ll headline the series—condemned Buzzfeed for “taking my character and giving it to an AI platform.” She alleged that when working at Buzzfeed, the company “repeatedly assured me in good faith” it wouldn’t use her character without any input.
‘The Good Advice Cupcake’ creator Loryn Brantz says she is “horrified and disgusted” after BuzzFeed allegedly gave her character to an AI platform without her involvement.
She also called for a boycott of BuzzFeed and AI-produced animation. pic.twitter.com/DrAiAo49S5
— ToonHive (@ToonHive) May 27, 2026
But Brantz said she was never provided with legal options to enforce this, hence Cupcake & Friends. As such, hearing that her character was recreated in a show using Amazon’s genAI tech has her feeling “like my intestines were pulled out of my body.” She then claimed (now-former) Buzzfeed CEO Jonah Peretti tried to make her sign an NDA after she “pleaded” with him to not go through with the deal. With no NDA signed, she’s freely called this “an assault on artists everywhere,” and encouraged people to boycott both Buzzfeed and any other AI-produced animated works.
It’s Gutierrez who’s caught the most flak, though. Before this, he’d built up a lot of goodwill with various projects he’s worked on, and for criticizing genAI being used in Hollywood productions. That he was “cautiously optimistic” about this program, and compared the technology to “having sex and then they hand you the baby” didn’t engender a warm reception. Reactions later escalated to death threats against his family (which he swiftly condemned), and he’s since dropped out of the program.
“Actions speak louder than words,” he wrote. “My intent was to showcase artists, both new and seasoned, both inside and outside the studios, driving this new tech. My sincerest apology to those I upset. I promise to do better moving forward.”
I have decided to drop out of the AI program at Amazon. I will not be making a Punky Duck series. Actions speak louder than words.
My intent was to showcase artists, both new and seasoned, both inside and outside the studios, driving this new tech.
My sincerest apology to… https://t.co/GJQZMkfZwd
— Jorge R. Gutierrez (@mexopolis) May 29, 2026
As the Hollywood Reporter notes, the animation scene is viewed as “ripe for disruption,” hence a focus on getting genAI into that particular field. In the eyes of many, including those high up at Amazon, the tech could make creating animated series take less time and reduce friction in development pipelines. No longer would a show like Invincible need multiple years to look its best, most fan-pleasing self; a team of tens would only need a handful to animate a scene. And most importantly, it could democratize the entire animation process and break down the gates keeping aspiring animators and artists from professional tools and tutelage needed to truly jumpstart their career.
The promises of what genAI can do in any industry have been uttered time and again for the past three years. Alongside that has been different ways the technology has harmed or embarrassed anyone who use it and others, including the companies that’ve spent millions on it. Earlier this week, the Wall Street Journal reported that big companies like Microsoft and Meta spent a lot of money on genAI tools and are now trying to dial back what tools are available to their staff. Public sentiment around the technology is also pretty low, to the point that speakers at multiple college graduation ceremonies were met with boos the moment they tried to discuss its benefits.
Such public disdain probably won’t make Amazon, Microsoft, or others completely give up on genAI. But growing anger around it, and the ability to make those who’ve cozied up to it back off when they see what the negativity is like, shows that people won’t just take whatever slop is put in front of them.
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