The Black Eyed Peas singer, a coach on the BBC's new talent show The Voice, believes that 2010 X Factor finalist Cher Lloyd should have been supported more by Syco.
"I love Cher Lloyd - she should have been the biggest star in the world," he told The Mirror. "She should have had the coolest freaking music."
The 'Check It Out' artist went on: "It's like they put them out, juice them, juice them, juice them, and give people something to watch on TV. Then, who is making sure she has the right material? That is wrong."
Referring to his role on The Voice UK, will.i.am added: "I told every person on my team that I am going to try my hardest to see their career is jump-started or revitalised regardless of whether they win or not."
BBC One's The Voice and Cowell's Britain's Got Talent on ITV are to go head-to-head tonight.
> Simon Cowell on Voice UK clash: 'BBC needs to get a sense of humour'
> The Voice UK will.i.am, Tom Jones share anecdotes - video clip
Watch Cher Lloyd in the video for 'Want U Back' below: