Dan Clancy Reveals Twitch Uses AI To Link Streamers With Brands
Ad revenue is a major contributor to a streamer’s overall earnings, and Twitch CEO Dan Clancy has explained how the platform is using AI to match brands to creators.
Advertising is a major part of Twitch’s business, but the platform also needs to ensure creators meet brands’ suitability criteria. Clancy discussed how Twitch uses AI to identify suitable creators and flag those who don’t match a brand’s requirements during a recent Snarketing Podcast episode.
Twitch now uses AI to identify which streamers may not match a brand
Dan Clancy explained during the podcast that Twitch tasks streamers with labeling their streams. He elaborated that this is based on the Content Classification Guidelines, which have “over 99% consistency in labeling” the content. The Twitch CEO went on to connect this with brands, stating that advertisers give fixed criteria to the platform. This means that Twitch knows which streamers and content the brand wants to be shown with, and which doesn’t match the brand’s voice.
Image credit: Snarketing Podcast
Clancy then revealed that Twitch uses AI to identify streamers whose content might not be suitable for a particular brand. He explained that the technology transcribes streams, allowing Twitch to assess whether the content is appropriate for specific advertisers. The transcription can also flag content that doesn’t meet a brand’s requirements. Twitch has invested heavily in the technology to ensure ads appear alongside suitable content.
Clancy’s reveal has been met with mixed responses from the streaming community, with some creators even considering leaving Twitch due to the use of AI. Others have stated that this is part of business, and Twitch is trying to benefit its advertisers rather than misuse AI. They have also alleged that other platforms such as YouTube are already using AI to ensure streamers and brands are a match when it comes to advertising.
Twitch commented: “As Dan shared, advertisers want control over where their ads appear, which is a standard expectation across every platform. Each advertiser sets its own preferences, so a channel can be a good fit for some campaigns and not for others. The tools we’re developing help us match ads to content more accurately, opening up more opportunities for advertisers to reach more channels, earning more for streamers. Previously, matching could be more conservative. Better accuracy allows us to change that.
“Twitch staff reviews flagged content at multiple stages, and as always, any changes to longer term ad eligibility would be a human decision. We’re also building ways to let creators know when advertiser preferences are affecting their ad revenue. Ultimately, better matching brings more advertisers to more channels, creating more earning opportunities for streamers.”
☑️ My View: This could affect streamers’ ad revenue
Dan Clancy stated that advertisers want their ads to appear with content that fits their brand image, and this is clearly a good idea in principle. He revealed that the AI transcription system analyzes streams to identify mismatches between brands and creators. Some streamers have expressed concerns about the AI treating normal streams the same as sponsored content. They argue that the AI could analyze a laid-back stream and potentially stop ads or restrict advertising on their channels..
I feel that Twitch should have a system of checks and balances in place when using AI. Several top streamers also engage in more relaxed streams that brands may consider a mismatch. It’s unclear how Twitch handles these mismatches, so there’s no concrete answer on whether creators could be penalized when the AI flags their content. The more positive thing is that Dan Clancy stated that Twitch has been using AI for some time rather than just introducing it now. Some creators have publicly stated that they have noticed their ad revenue has dropped, so Twitch may need to introduce an appeal system or other safeguards to ensure creators aren’t unintentionally penalized.
Feature image credit: Twitch
Khizar Mundia has been playing video games for as long as he can recall. Things have come a long way since the many days he spent playing the original NES, though. He now covers a variety of competitive games and esports, as well as the world of streaming, ranging from Twitch to Kick. If it’s of interest to gamers, it’s of interest to Khizar.
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