Handmade Artists Are Leaving Etsy as AI-Generated Art Floods the Platform

Key points

• Emily Olson, a Boulder-based watercolour artist, saw her Etsy sales fall 30 percent in 2022 and another 50 percent in 2023 after AI-generated pet portraits undercut her prices.
• Etsy had approximately 5.6 million sellers and generated $2.8 billion in revenue in 2024, a 2.7 percent increase year-on-year, according to its 2025 transparency report.
• In 2024, Etsy said sellers could list AI-generated art provided they disclosed it, but sellers report that rule is rarely enforced.
• A new rival marketplace called Fybe plans to open to vendors on 1 August 2025, banning AI-generated content and drop-shipping outright.
• One UK-based illustrator, Viktor, says his Etsy sales dropped 98 percent in a single year.

Emily Olson started painting dog portraits in 2017 from her home in Boulder, Colorado. Saucer-eyed corgis in tiny tuxedos, soft watercolours, prices between $75 and $300. Dog owners loved them. By 2021, her Etsy shop was earning more than $40,000 a year and her YouTube following had reached 180,000 people.

Then the floor dropped out.

AI image generators, software tools that produce finished artwork in seconds from a typed description, began flooding Etsy with pet portraits selling for a fraction of her price. Buyers left glowing reviews. "People were like, 'Oh, this is the cutest image, I love it in my daughter's bedroom,'" Olson told Wired. "They didn't really know or care who made it."

Her sales fell 30 percent in 2022. They fell another 50 percent the year after.

In January 2025, Olson posted a YouTube video titled "Etsy Was Great... Until It Wasn't" and walked away from the platform entirely.

She is far from alone. Across Etsy seller forums, artists describe the same pattern: years of steady income, then a sudden collapse as AI-generated listings push their work off the first page of search results. One UK illustrator named Viktor, who has sold on Etsy for ten years, says his sales are down 98 percent over the past twelve months. "People have learned not to trust once-trusted sites like Etsy," he says.

Etsy's official position, announced in 2024, is that AI-generated art is allowed as long as sellers label it clearly. The company also banned sellers from reselling the custom text prompts, the written instructions used to generate AI images, as products in their own right. But sellers say that disclosure rule is almost never enforced, and that reaching Etsy's support team to report violations is nearly impossible. Etsy even flagged Olson's own original paintings as copies of other sellers' work.

James Ossman, Etsy's vice president of customer operations, acknowledged to Wired that enforcement is "complex" and said the company is "continuing to improve" its ability to remove listings that break its rules.

Will a new platform actually fix this?

A rival called Fybe plans to open on 1 August 2025, and its pitch is simple: no AI art, no drop-shipping (where sellers list products made and shipped by a third party, not themselves). Founder Rachel Powell says she will use human moderators and direct conversations with sellers to check that everything listed is genuinely handmade. Whether a volunteer-moderated startup can hold that line as it scales is an open question, but frustrated crafters are already paying attention.

Etsy itself remains large. Its 2025 transparency report counts 5.6 million active sellers, and revenue grew slightly last year. But since 2021 its total sales volume has been falling, squeezed by discount giants Temu and Shein as well as the AI content problem. In late 2023 it cut 11 percent of its staff.

Olson has moved to Shopify, a service that lets sellers run their own independent online store, but she admits traffic there has been slow. "It is definitely harder to sell on your own website than on communities like Etsy," she says. For now, she is still painting dogs.