Last week at AI on the Lot Prime Video & Amazon MGM Studios and Amazon Web Services (AWS) announced an AI animation fund and signed two well-known creators to make shows. One quit 48 hours later because his fans were furious. The other found out Amazon was using her character without her permission—because her contract meant she never actually owned it.

Amazon believes famous creators plus popular IP was a safe investment. It is not—at least, not yet—and the reason why matters for every creator making deals right now.