This policy shift may seem like a platform-level decision about ad revenue, but in reality, it touches on deeper questions around creativity, authenticity, and the evolving economics of content in a post-AI world.

At Ways, we work with generative AI every day, designing future-facing content, advising clients on emerging tech strategy, and building interactive experiences that merge human creativity with machine capability. For us, this update isn’t an attack on AI, it’s an invitation to reflect on how we use it, and why human contribution still matters.

YouTube's updated rules mean that content will no longer qualify for monetisation if it is:

• Reused or repurposed from other creators without transformation
• Copied from third-party sources
• Low-effort (e.g. slideshows, unedited AI-to-video output)
• Fully generated by AI, without original commentary, editing, or creative input

In short: automation isn’t banned — but human involvement is now a prerequisite for getting paid.

AI tools today can generate entire videos with voiceovers, visuals, editing, and even scripts, all at the click of a button. This has fueled an explosion of low-effort content across platforms, much of it designed more for algorithms than humans. While automation undeniably unlocks access and speed, it also raises a fundamental question:

If everything can be generated, what’s worth paying for?

YouTube’s policy makes one thing clear: monetary value will be reserved for content that shows human input, originality, and intentionality. The platform isn’t rejecting AI altogether — far from it. But it is setting boundaries around passive, automated output that lacks creative contribution.
This distinction matters. It reasserts the importance of authorship in an era of abundance, where content is infinite but attention is finite.

This move doesn’t reject generative AI. In fact, it acknowledges its growing presence. What YouTube is doing here is drawing a boundary between assisted creativity and full automation. That line matters, especially as AI tools become indistinguishable from human output.

This change touches on several deeper issues:

• What defines "real" creativity in a world of generative media?
• How should we compensate AI-assisted work fairly and transparently?
• What kind of internet are we designing — one driven by speed and scale, or by quality and human resonance?

At Ways, these are the exact kinds of questions we bring into our studio and client work. We believe AI is an incredible design tool, but it’s just that: a tool. The value still lies in how humans use it.

We see this move as more than a business decision. It’s an ethical signal.
Generative AI challenges the assumptions that underpin our systems of value, from copyright to compensation, from what counts as "real work" to what is considered artistic or meaningful. YouTube's decision reflects growing awareness that not all outputs are equal, even if they appear polished on the surface.
This invites a deeper discussion about the ethics of using generative AI at scale:

• Should platforms reward scale over substance?
• Where do we draw the line between tool-assisted creation and machine-generated replacement?
• How do we design digital ecosystems that protect human creativity — not just productivity?

At Ways, we believe that ethical innovation means building systems that support meaningful human participation, even when automation is an option.

After YouTube's policy change that disqualifies fully AI-generated videos from monetisation, influencers using AI tools should adapt with a strategic and human-centered approach. Here are key steps to consider:
1. Shift from fully generated to AI-assisted content
Use AI tools for idea generation, scripting, research, or visuals, but ensure your own voice, face, or editing style is clearly included. Add commentary, narrative, or personalization that demonstrates meaningful human contribution.
2. Document your creative process
As platforms start to value originality more explicitly, it is wise to keep records that show your input. Save scripts, editing drafts, or behind-the-scenes content that prove human involvement. Sharing your workflow can also build trust with your audience.
3. Leverage AI for efficiency, not for full automation
AI can help speed up tasks like editing, summarizing, or content planning. Let it assist you, but do not let it create final outputs without your input. Treat AI as a creative assistant, not a content engine.
4. Lean into your unique point of view
In a landscape where AI can produce endless content, your unique perspective and personality will stand out. Viewers connect with people, not automation. Your authenticity is your value.
5. For creators specializing in AI-generated formats
If your work involves AI storytelling, animation, or experimental formats, consider presenting your content as a specific artistic genre. Label it transparently and focus on engaging an audience that values creative experimentation.

Monetisation frameworks shape the digital landscape. When platforms like YouTube adjust their rules, they’re influencing what kinds of content get made, who makes them, and how creators think about value.
This policy update suggests a broader shift we may see across the digital landscape:

• Toward hybrid workflows (human + machine)
• Away from algorithm-chasing content factories
• Back to authorship, quality, and purpose as competitive advantages

Generative AI isn’t going away. But its role is still evolving. YouTube’s update suggests that creativity, intention, and voice will remain central to how we define worth online  even as machines generate more of the content around us. As generative AI continues to evolve, we’ll see more debates like this. Not just about what the technology can do, but what we, as a society, choose to value.

We believe:

• Emerging tech should augment creativity, not replace it.
• Monetisation models must reflect human labor and intention, not just automation.
• Ethical design involves asking hard questions, early and often.

The future of video, and all digital content, is still being written. YouTube’s July update is one chapter in a much longer story about how creativity, ethics, and economics intersect in a world of intelligent machines.

Let’s keep asking:

• What are we building?
• Who is it for?
• And who gets paid?