El Tigre and The Book of Life creator Jorge R. Gutierrez has sparked a significant backlash for signing up to make an AI animated series for Amazon.
Earlier this week, Amazon launched an AI creator fund to incentivize creators to use the tech to make new TV shows and films. One of those creators is Gutierrez, who recently likened animating with AI, from starting with a March pitch to green light today, to "having sex and then they hand you the baby."
The animator, who is also known for Netflix's Maya and the Three, is currently working on an AI-animated series known as Punky Duck for Amazon after having opposed AI in the past. In 2024, Gutierrez spoke out against AI, noting that it would hurt the ecosystem.
"The original animation creators of the future are learning skills by working up the ladder with experience and teamwork," he said at the time. "With all the AI short-term thinking, a whole generation of creators will not be able to grow to make original hit movies and series. The ecosystem is in peril."
Loyal fans have pushed back against Gutierrez's decision to embrace AI for his new show, expressing immense disappointment.
"We're incredibly disappointed in you. I've been a long time fan of your work," said one fan. "You opposed AI and denounced it for what it was. You have several amazing animated projects in the pipeline everyone wanted to back and support, and you still chose to chase the dollar and sell your morals to AI 'animation' and for what? What did you gain? Experimentation? There's nothing to experiment with, and you know what, you KNEW how many people, including your peers and colleagues, would feel with this sudden announcement, and it's been exactly that, widespread disappointment."
Unfortunately, this has also led to some fans apparently taking things way too far. Gutierrez noted on X that while he's welcoming and tolerating criticism, some have targeted his family and it has led to threats against them.
"I understand a lot of you are happy for me and a lot of you are really angry at me for experimenting with AI at Amazon," he said. "I’m going to leave the comments open so you can get it all out and hopefully feel better. Any death threats will be reported. Anyone threatening Sandra and my son Luka, I will report those too. Come at me all you want and need, just leave my family alone."
"With respect, people trusted and championed you because you saw what we saw, the theft and the damage to artists and the arts," one fan replied. "I think people are shocked and would just like to know why you've changed your mind, because you're one of the last people anyone expected to turn to AI."
"Going to be real with you man, you're really talented. Have admired your work for a long time. My heart breaks for all the creatives your work lifted up. Especially those in/from Mexico. You had a unique voice that you brought to the craft and it's just incredibly disappointing," another added.
Gutierrez's decision to use AI is upsetting to a lot of fans, as his work has always featured unique animation and art styles. The Book of Life was a beloved film directed by Gutierrez and was praised for its beautiful animation, for example. By embracing AI, some fear that his shows will lose the human touch that makes them so unique and devolve his creations into something less interesting or notable.
In a separate statement to Cartoon Brew, Gutierrez defended his usage of AI by stating that he hopes artists will drive the tech instead of the other way around.
"It’s a big experiment for me and I will be as cautious as possible with AI," he said. "Artists driving tech, and not the other way around, is my goal. I’ve been developing things at most legacy studios for years and Punky Duck, to my complete surprise, went to greenlight in two months from my first pitch. Cautiously optimistic of what we can accomplish with the support of Amazon MGM Studios. Taking a chance on an original feels like a miracle these days!"
Amazon itself has gotten backlash for leaning on AI in recent years. Last year, Amazon released an AI-generated recap of Fallout ahead of the show's second season, only for it to get key story details wrong. The recap was later pulled.
Image credit: Amazon MGM Studios.
Cade Onder is a freelancer for IGN's news team. He covers all things entertainment, including gaming, film, and more. You can find him on Twitter @Cade_Onder.
