Does Generative AI Crowd Out Human Creators? Evidence from Pixiv

Using a comprehensive dataset of posts from a major platform for anime- and manga-style artwork, we study the impact of the launch of a prominent text-to-image generative AI. Focusing on the majority of incumbent creators who do not adopt AI as a primary tool, we show that the AI launch led to a significant decline in post uploads by illustrators, whereas comic artists were less affected, reflecting the need for tight stylistic alignment across sequential images in comics. We present empirical evidence for two underlying mechanisms. First, illustration posts experience a loss of viewer attention, measured by bookmarks, following the AI launch, which can significantly harm creators’ business models. Second, direct competition from AI-generated content plays an important role: illustrators working on intellectual properties (IPs, such as Pokémon) that are more heavily invaded by AI reduce their uploads disproportionately more. We further examine creators’ responses and show that illustrators with greater exposure to AI avoid using tags favored by AI-generated content after the AI launch and broaden the range of IPs they work on, consistent with a risk-hedging response to AI invasion.