OpenAI is building new tools for creators as its AI models get better at generating text, images, audio, and video. The company hired Sam Yam, co-founder of Patreon, to lead a new “Creator Product” division. The relationship between AI companies and creators has been strained for years, with many creatives seeing generative AI as a direct threat, from models trained on copyrighted content to automated production undercutting their work.

Yam addressed the friction head-on, saying human creativity remains “paramount” and that creators have the power to “shape culture” and “unite diverse communities.” At the same time, he sees potential in using AI as a creative tool. “I’m looking forward to bringing many more of their ideas to life,” Yam writes.

Yam is leaving Patreon after more than 13 years. He’s bringing Drew Rowny and Shannon Ma with him, Patreon’s former heads of product and engineering. The team will build tools Yam called “critically valuable” for creators and their communities. A first look could come at OpenAI DevDay next week.