The leak was first reported in the gaming press and then picked up by the Wall Street Journal, which said some of the leaked material related to advertising campaigns and interview candidates, with some dating back as far as 2019. There has been growing concern amongst performers, artists and other creatives that the rapid spread of generative AI will undermine their livelihoods and damage the creative environment. Generative AI is trained on vast bodies of existing material - including texts, images, music and video. It is then able to produce new work of a standard that can be hard to distinguish from human-generated material. Nullbulge describes itself as "a hacktivist group protecting artists' rights and ensuring fair compensation for their work".