Twitch has faced a backlash after it emerged that the platform's data can be used to train Amazon's artificial intelligence models, despite users being able to opt out.

Amazon owns Twitch and a setting allowing them to collect data generated by creators and audiences is turned on by default. Mike Minton, Twitch’s chief product officer, admitted that if it was opt-in, ‘nobody would opt-in.’

The data collected can be used to refine generative AI models, which create new content such as text, images and video. For example, audio might be used to improve automatic subtitles on Twitch streams.

One streamer wrote: 'Nobody wants to feed AI with our creativity and content.' Critics argue that Twitch had an opportunity to set a standard for data privacy in the AI industry but chose not to.

Twitch has clarified how users can opt out, but some have reported issues with the feature turning itself back on after being disabled. The practice of data collection for AI training is becoming increasingly common as tech giants compete for market share.