- 2 years ago
India now has its very first virtual influencer Kyra who loves to travel and enjoys sharing her photographs in beautiful locations on her Instagram handle. She has a total of 250k followers and belongs to the Metaverse. But how does a virtual caricature become a social media influencer, how does she follow trends and make reels? Is this then beginning of the AI and virtual world taking over the human kind? All these questions are answered in this video by the creator of Kyra - Himanshu Goel,Co-Founder, FUTR Studios. Watch this exclusive Interview.
#kyra #metaverse #metainfluencer
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#kyra #metaverse #metainfluencer
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00:00 Hi this is Bhavna and you are watching Goodreturns.
00:03 We see influencers endorsing brands on social media,
00:06 recreating fashionable looks,
00:08 and vlogging.
00:10 But what if I say there is a girl who does all this but she doesn't exist.
00:16 Yes, there is a girl, Kaira.
00:18 She is pretty, super confident, stylish, traveler, even a brand ambassador.
00:24 She has 2.5 lakh followers but she doesn't exist in this real world.
00:29 So who is Kaira? Where did she come from? Why was she created?
00:33 Let's talk to the creator of Kaira.
00:36 Yes, Himanshu Goyal is with us today.
00:38 I won't tell much in the intro. Let's directly talk to Himanshu.
00:43 He is a software engineer, author, and moreover, creator of Kaira.
00:48 Hi Himanshu, how are you? Welcome to our show.
00:50 I am good, how are you?
00:52 I am good too.
00:53 Himanshu, we will talk about Kaira but before that,
00:56 you are an author, software engineer, and creator of Kaira.
01:00 What is this combination?
01:02 Right, so I have done engineering from Punjab University.
01:06 Along with that, I was interested in books.
01:10 So I started writing books in my last year.
01:13 And after that I did my MBA.
01:15 So I was writing books at that time.
01:18 Then I published my first book in my first year.
01:21 And then I wrote poetry, fiction, etc.
01:24 But all that was like my passion.
01:27 I was doing Pursue Marketing from Myka Ahmedabad.
01:30 So even now, I have reduced writing but
01:33 the books that have been written and published,
01:36 I keep putting them on Amazon and promote them.
01:38 5 books I think.
01:40 Yes, I have written 5 books. 2 fiction, 3 poetry books.
01:44 And of course, after college, I joined an agency.
01:50 So I was in marketing, influencer content, etc.
01:53 I was in all of this.
01:54 Then we saw that there are virtual influencers
01:57 all over the world.
01:58 In the US, there is a big virtual influencer, LL McKella.
02:01 In Japan, there is Emma.
02:03 But no one is doing it in India.
02:05 So we used to work with a lot of influencers.
02:08 But we thought that someone will do it, someone will do it.
02:11 Then after 3-4 months, we thought why not we do it.
02:14 And then we found top designers in India
02:17 who could make it of that level.
02:19 Because we wanted to keep the quality of that level.
02:22 We didn't want to do work that is done by a professional.
02:24 We wanted to do work of a very high level.
02:26 So luckily we found designers of that level in India
02:29 who could make a photorealistic virtual human.
02:32 So we can still improve.
02:35 But the idea is that if anyone sees our virtual influencer,
02:38 Kaira, then they should not know
02:40 whether it is a human or virtual.
02:42 There are many such comments.
02:45 People are getting confused that it is a robot,
02:48 it is an influencer, it is a real human.
02:51 Now tell me why did you name it Kaira?
02:55 Right, so our team of content creators
02:59 and we are all in our 20s.
03:02 So we saw what name to give it.
03:05 First of all, we didn't want to give it a surname
03:07 because we didn't want to associate it with any religion or community.
03:11 So Kaira is such a trendy name.
03:15 Kaira, Nanya, Arya, all these names.
03:17 So we have made a female character of 21 years.
03:21 So what will be its name in the modern world?
03:23 We had thought of 5-10 names thinking all this
03:25 and finally we chose Kaira.
03:27 So have you made Kaira inspired by a real human
03:32 that we will make Kaira like this character,
03:35 like an actress or anyone else.
03:38 What was the purpose of creating Kaira?
03:41 Right, so like we used to work with many influencers.
03:45 The process of making Kaira was like
03:48 we make a fictional character,
03:50 like a movie character, a hero or a heroine.
03:54 It was the same process.
03:56 We took inspiration from the real world
03:58 but the story we wanted to tell
04:00 was in a metaverse trend at that time.
04:03 So if someone comes from the metaverse to our world,
04:06 how will it be?
04:08 So we thought like that and we made Kaira
04:11 in a way that it is a very modern, futuristic model.
04:14 And it is coming to our world for the first time
04:16 and it is discovering everything.
04:18 So when it came earlier, everything was new for it.
04:21 So that was its story and we made it thinking that.
04:23 Okay, so how does Kaira earn money?
04:27 Right, so Kaira is a content creator.
04:31 So our first goal is to make engaging content
04:34 and users follow it.
04:36 Thankfully when we started making it,
04:38 many users started following us.
04:40 Now we have around 2.5 lakh followers.
04:43 So now this 2.5 lakh audience is following Kaira.
04:47 So the next step is that we have started working with brands.
04:50 So the first and major way right now
04:53 is directly from brands.
04:54 We are promoting brands
04:56 who want to reach out to their audience.
04:58 Okay.
04:59 Typically, when influencers make content,
05:02 they shoot with their phone or some camera crew.
05:07 All the shoots with Kaira are virtual.
05:10 No physical place is shot.
05:12 So there are advantages and challenges.
05:15 We will talk about it.
05:16 But, yes, so that's why we are with brands now.
05:19 But maybe in the future we will launch Kaira's merchandise.
05:22 Maybe we will start conversations with Kaira.
05:25 So there can be many revenue options.
05:27 But for now, we are working only with brands.
05:29 How do you market Kaira?
05:31 Because when you created it,
05:32 in January 2022, you brought Kaira.
05:35 After that, in such a short time,
05:37 you have 250k followers.
05:38 How did you market?
05:40 Right, so our background is influencer marketing,
05:43 social media marketing.
05:44 So we had that know-how.
05:46 We knew how influencers increase their followers,
05:49 how to reach the right audience.
05:51 So we used all that knowledge.
05:53 But all that works only if your content is good.
05:57 You can distribute, you can reach people.
06:00 But until your content is good,
06:01 your character is not good,
06:02 people will not follow.
06:04 That's why we used to get distribution.
06:07 Thankfully, people accepted the content
06:09 and started following.
06:10 After that, there was a time, I think June-July,
06:13 every news channel covered Kaira.
06:15 Every newspaper outlet covered Kaira.
06:18 So it grew organically.
06:20 So the followers of Kaira are real humans,
06:23 virtual people.
06:25 Who is following Kaira?
06:27 Kaira's followers are all real.
06:29 Most of our audience is between 18-30 years old.
06:34 Male-female, because it is fashion insta.
06:36 So females follow more.
06:38 In Instagram, majority of users are male.
06:40 So our breakdown is almost similar.
06:42 In India, majority of users are male.
06:44 Our breakdown is 70% male, 30% female.
06:47 And mostly Gen Z, 18-30, follow us.
06:51 And mostly follow Metro cities.
06:54 20% is our Metro city.
06:55 Then rest of India, almost evenly distributed.
06:59 What was the response of people in the beginning about Kaira?
07:02 In the beginning, there were a lot of questions.
07:04 What is this concept?
07:06 Is someone has put a filter?
07:08 Is this a robot?
07:10 There were a lot of questions.
07:12 Did people feel that it is a girl and she has put a filter?
07:15 Yes, we got a lot of comments.
07:18 We also got DMs that what is your real face?
07:20 So now I think the audience has matured.
07:24 Now they have understood the concept.
07:25 They have seen the virtual influencers outside.
07:27 There are a few more coming in India.
07:29 And now they have understood the concept that it is a virtual character.
07:32 And especially metaverse, AI, all these technologies have increased knowledge in India.
07:37 So now people understand the concept.
07:39 There will still be 10-20% who have questions.
07:42 But I think the majority of the audience understood the concept.
07:45 When you were creating Kaira, what was the biggest challenge for you at that time?
07:50 I think the biggest challenge was its quality.
07:53 Because in India, we had a challenge to find 3D talent.
07:57 Especially of that level.
07:59 Because even if you see movies in India,
08:02 there are many movies that have recently come,
08:04 whose quality could have been better.
08:06 So it was very difficult to find that talent.
08:08 And it took us a lot of time.
08:10 I myself talked to 20-30 artists.
08:12 Before we were happy that this quality is good for us.
08:16 So that was one of the big challenges.
08:18 It is still a challenge.
08:19 We still have a team of 3D artists to make content.
08:22 But it takes time to find more 3D artists.
08:26 How much time did it take to create Kaira?
08:29 When you thought that we are bringing India's first Meta Influencer.
08:33 And how much time did it take to launch them in January 2022?
08:38 So we started in October-November.
08:41 The idea was to make female, male.
08:45 What will be the age? What will be the category?
08:48 So for a month, we took all these major decisions.
08:51 That it will be age only.
08:52 In fashion category, in lifestyle category.
08:55 The actual work that 3D artist sculpted.
08:58 It took around 1-1.5 months.
09:00 And we launched on January 28.
09:03 Now, the pictures that we see in Kaira's photos.
09:06 Sometimes it is on the beach.
09:07 Sometimes it is on travel.
09:09 Sometimes it looks like doing yoga.
09:10 So how much time does it take to prepare a particular picture?
09:13 Or when you prepare a video.
09:16 How much time do you consume in that?
09:19 So this is the work of 3D CGI.
09:22 It is very easy to make photos.
09:24 Suppose you want to take a picture on the beach with an influencer.
09:27 So you have to go to the beach.
09:29 You have to take the camera and then you will take the photo.
09:32 Then it will come instantly.
09:33 But you don't have to go anywhere with a virtual influencer.
09:36 You have to make the environment of the beach.
09:39 Either it is made or you make the environment of the beach.
09:41 The character is made.
09:42 And you can take that photo instantly within a few hours.
09:46 And slowly this process will be done faster.
09:49 Video takes a little time now.
09:51 Video is a challenge.
09:53 Because there are 30 frames in a video.
09:55 There are 30 frames in a second.
09:58 So it is equivalent to making 30 images.
10:01 And if it is 30 seconds, then 900 frames are made.
10:04 So video is a challenge.
10:06 Because you need a very powerful computer.
10:08 You need a lot of manual work to do animation.
10:12 Or you need a motion capture suit.
10:14 So video is a challenge now.
10:15 But there are a lot of AI tools coming.
10:17 With the help of which it will be done quickly.
10:19 So now we feel like you are shooting an ad.
10:23 Or you are shooting a movie.
10:25 So the cost of your set, the effort you take,
10:28 The crew of 20-30 people.
10:30 And if we are doing in CGI, then this work can be done with very few resources.
10:34 There are still many things that are challenging in CGI.
10:37 But slowly it will be overcome with the help of technology.
10:40 Nowadays we see a thing that AI anchors are also in a lot of trend.
10:45 But it is interactive.
10:46 You can talk to them.
10:48 Can we talk to Kaira?
10:50 Right.
10:51 So many AI anchors are interactive.
10:53 Many AI anchors are not interactive.
10:55 They are just doing text to speech.
10:57 And we are working on the same technology with Kaira.
11:02 You can DM Kaira on Instagram or you can call her on video.
11:05 We do not want to launch it in a hurry.
11:09 We have already tested some prototypes.
11:11 But it is very important to have user data.
11:14 Because if you are talking to someone,
11:16 It is very important that we as a company should handle that data.
11:20 If we are using something to train that model,
11:23 We should take user permission.
11:25 And any response that Kaira is giving should not be wrong.
11:29 So we want to ensure all these things.
11:31 And we are in this, like chatGPT is already there.
11:35 We do not want to launch anything that is already in the market.
11:37 If we are talking to Kaira,
11:39 There should be something unique in it.
11:41 There should be some personality, some emotions.
11:43 So we are working on this.
11:45 We are hoping that we can launch it in the early half of next year.
11:48 It may be that Kaira is live on Instagram.
11:50 People are talking.
11:52 And there is Snap AI too.
11:55 And I do not remember the name.
11:58 There is a girl who has downloaded her AI version.
12:01 In which people pay to talk to her and date her.
12:07 So can we see such things with Kaira?
12:10 So Kaira can still go live.
12:12 But for that, an actress has to wear a motion capture suit.
12:16 And people are doing this too.
12:18 But she will be an actress, not an AI.
12:20 What we want is that Kaira goes live.
12:23 And she is an AI, no human being should be behind her.
12:26 She can read and understand the comments.
12:28 And can respond to them with the help of AI.
12:31 We are working on all this.
12:33 It is still possible with actresses.
12:35 How many brands is Kaira working with?
12:39 We have worked with 10-15 brands.
12:42 We have launched with 10 brands.
12:44 And we are working with many brands.
12:46 How many people have made Kaira?
12:48 Or how many people's team is working on a daily basis for Kaira?
12:53 Right now 5-7 people work on it.
12:56 Mostly designers, fashion designers too.
12:59 Who have made her dresses.
13:02 Have you hired any stylist?
13:04 Right, some are in our core team.
13:06 Some are our freelancers.
13:09 And to make a big ad,
13:11 5-7 people's design team is required.
13:14 To make it, some see the lighting, some see the animation.
13:18 Right now 10-15 people have worked on Kaira.
13:23 And obviously, social media team is also required.
13:26 So, this is the virtual influencer.
13:30 This is the team behind the virtual influencer.
13:33 Did you have any investment when you were starting Kaira?
13:37 Right now we are bootstrapped.
13:39 Our previous agency helped us.
13:42 Because of our knowledge.
13:45 But now we are bootstrapped.
13:47 Now Kaira is earning revenue.
13:48 So, it is sustainable.
13:50 But we are still looking for partners.
13:52 We need more than investment.
13:53 Because we are a very early stage company.
13:55 We are 1.5 years old.
13:56 Now you are not looking for funding?
13:58 More important than funding.
14:00 We can look for funding.
14:01 But we need partners.
14:03 Mentors or partners in the same industry.
14:07 In social media or gaming.
14:09 Who can take us to the next level.
14:12 Right now, Kaira has 2.5 lakh followers.
14:14 Which is very good.
14:15 But I think India has a lot of potential.
14:17 The biggest virtual influencer has around 3 million.
14:21 I think India's audience.
14:23 We want Kaira to be the biggest virtual influencer in the world.
14:28 Now let's talk about real influencers.
14:31 Can we take it as a threat to real influencers?
14:36 So, all these technologies.
14:39 CGI, AI.
14:40 I think real influencers will start using it.
14:44 And they can also make content.
14:46 Whatever Kaira is doing.
14:48 All these technologies can be used by real influencers in the future.
14:51 So, this is a question about technology.
14:54 Whether AI is a threat or not.
14:56 I think as AI increases.
14:59 AI generated content will increase.
15:03 And as a human, we can consume only a few contents.
15:06 So, the value of the original content will increase.
15:11 Like we have seen in movies.
15:12 CGI was used in every movie.
15:15 But people value it now.
15:16 If a director shoots on location.
15:19 So, if you make good content.
15:22 Whether it is CGI or real.
15:24 Its value will always be there.
15:26 So, you think Kaira can be a threat.
15:28 Meta influencers like Kaira can be a threat.
15:30 I don't see content as AI in virtual.
15:33 Content, real, virtual.
15:36 If the content is good.
15:37 Whether it is made by a virtual influencer or real.
15:40 So, we have faith in our content.
15:43 That we are giving high quality content.
15:45 Which users want to consume.
15:48 And obviously we can improve.
15:50 So, we have faith in our content.
15:53 That we will give such good content.
15:54 That users will follow Kaira.
15:56 And we will make virtual influencers.
15:59 Tell us the advantages of a meta influencer.
16:03 Over real influencers.
16:05 What are the advantages?
16:06 If we see from the perspective of brands.
16:08 Like I said.
16:09 If you are shooting an ad for a brand.
16:11 Sometimes ads are shot in crores.
16:14 You have 30-40 people's crews.
16:16 You have 2-3 days of shooting.
16:18 You can do all this virtually.
16:22 You don't have to go anywhere.
16:23 And you can edit at every level.
16:25 So, if you have a product.
16:28 They are promoting.
16:29 You have to change the product.
16:30 So, you can change it immediately.
16:33 Their brands have full control.
16:34 Brands have full control.
16:36 You can change the camera angle anytime.
16:39 You have full control on that shoot.
16:41 Obviously, if you compare.
16:44 That someone is shooting with an iPhone.
16:46 So, its cost will be very less.
16:48 Because it will be shot instantly.
16:50 And the production cost will be zero.
16:52 So, there are pros and cons.
16:54 But we have seen.
16:55 The kind of ads we have made.
16:57 Like we have made science fiction themed ads.
16:59 If you make it yourself.
17:01 It will be very difficult.
17:02 I think these technologies.
17:04 It is not that real influencers cannot use it.
17:06 For example, green screen.
17:08 Nowadays, all real influencers are using it.
17:10 And putting effects behind it.
17:12 So, the technology part is very important.
17:15 If there are real influencers.
17:17 They should also start using it.
17:19 And I think they are already doing it.
17:21 It is also possible that real influencers.
17:23 Are launching their own avatar.
17:25 In that, it happens.
17:27 Because people know.
17:29 That it is real.
17:31 So, its avatar is a fake version.
17:33 Whereas, a virtual character is the same.
17:36 It does not have any real version.
17:38 So, psychologically people think.
17:40 That this is a fake version.
17:42 But now people are starting to make.
17:44 Let's see what kind of response we get.
17:46 Now, in the starting, there will be craze.
17:48 What kind of response you are getting from brands?
17:51 Right.
17:52 Luckily, we have many brands.
17:54 They have approached us.
17:56 That they want to work with Kaira.
17:58 And I think, you can see on their feet.
18:00 Like we have made ads.
18:02 Like we have made content.
18:04 And like we have got views.
18:06 Because each video has 5, 10, 15 million views.
18:08 So, brands are obviously happy.
18:10 Because of reach.
18:11 The level of content we have made.
18:12 And we are also very happy.
18:13 Like we have worked with brands.
18:15 American Tourist, Boat.
18:17 Now, we are working with more big brands.
18:20 We have worked with ITC, Sunfeast.
18:23 So, even we are happy.
18:25 That these big brands are ready to experiment.
18:28 With such a new technology.
18:29 Do brands pay the same to virtual influencers.
18:32 As they pay to real influencers?
18:34 Right.
18:35 So, now our followers are less.
18:37 But, the value we give.
18:39 I think, because we have social media knowledge.
18:42 And the views we get.
18:43 And the content we make.
18:44 So, brands are always ready to pay for quality content.
18:48 Okay.
18:49 If we see in the future of brands.
18:52 Will Meta Influencer get the same acceptance.
18:55 As real influencers get.
18:59 Right.
19:00 So, again I don't want to think in terms of real and meta.
19:03 It's about how you have made the character.
19:06 Or if you are a real influencer.
19:07 Then how are you making the content.
19:09 If a meta influencer is making.
19:11 So, if you make that character very interesting.
19:14 And people are following.
19:15 Then brands will give importance.
19:17 But, if you are not making a good influencer.
19:19 Whether you are making real.
19:21 But you are not authentic.
19:22 You are not making original content.
19:23 Whether you are making virtual.
19:25 But there is nothing interesting in the content.
19:26 Then brands will not give importance.
19:28 So, always I will say.
19:30 That more focus should be on content.
19:32 If we talk about authenticity.
19:34 So, what happens in the case of influencers.
19:37 That they recommend try and test products.
19:40 But in the case of meta influencers.
19:43 It cannot be like this.
19:44 Let's say if I am talking about a beauty product.
19:47 So, a real influencer.
19:49 The way she will try it.
19:50 Will test it.
19:51 Then will recommend.
19:52 That meta influencers cannot do this.
19:54 So, when you choose brands.
19:56 So, you choose a specific brand.
19:59 Or how do you decide now?
20:02 Right.
20:03 So, we have made a character of Kaira.
20:06 We have made some personality of her.
20:07 So, we are choosing brands.
20:09 We are choosing according to that.
20:11 To match with that personality.
20:13 So, it does not look inauthentic.
20:14 It does not promote anything.
20:16 Which will not make sense.
20:17 That Kaira will do.
20:18 So, this is the first step.
20:20 Now, there are many products which are very human.
20:22 Like food.
20:23 Or beauty products.
20:24 For that we are thinking innovative ways.
20:28 How can we portray.
20:29 For example, in beauty.
20:30 We can show that product visually.
20:33 It is good.
20:34 If there is a sense in the story.
20:35 That Kaira will use this product.
20:37 So, we are open.
20:38 But still we are careful.
20:40 How can we show.
20:41 Because we will not claim.
20:43 That Kaira used this product.
20:44 Then it got better.
20:45 So, we are contemplating all these questions.
20:48 Is Kaira only on Instagram.
20:50 Or other social media platforms.
20:52 Kaira Instagram is the primary platform.
20:55 Because all influencers have primary platform in India.
20:57 Instagram.
20:58 Kaira is also on Twitter.
21:00 Around 25000 followers on Twitter.
21:02 Recently threads were made.
21:04 We made Kaira's profile.
21:06 There also 30-40 thousand followers.
21:09 Twitter, Instagram and YouTube.
21:11 We are also looking at them as primary platform.
21:13 Now, we are working on long form content for YouTube.
21:17 So that we can increase the followers on YouTube.
21:19 So, you have already music albums of.
21:22 Mikaela and Rosy from South Korea.
21:25 So, are you planning any short movie.
21:28 Any music album.
21:30 So, we are working on music.
21:32 Music influencer.
21:34 Now, Kaira will come in the video.
21:36 Or some other character.
21:37 We are thinking about that.
21:38 But how to do.
21:40 Should we use actual singer.
21:42 Should we use AI singer.
21:43 We are taking all these decisions now.
21:45 Next year, definitely you will see.
21:47 We will bring something like this.
21:49 What do you think.
21:51 How much acceptance is there in India now.
21:54 And what is the hope of the future.
21:56 I think India is going through a very interesting time.
21:59 In India, technology acceptance is at an all time high.
22:02 Whether you see UPI.
22:04 Whether you see Swiggy, Zomato.
22:06 India is adapting to new technologies very quickly.
22:10 I think if AI, Metaverse, all these technologies can be used anywhere in the world.
22:14 It can be used in India only.
22:16 So, we are very confident.
22:18 That acceptance is there and will increase.
22:21 And there is a lot of potential.
22:23 If your concept is good, then it will work.
22:25 If we see in comparison of developed countries.
22:27 Then you feel that India's future is good.
22:30 You see the potential.
22:32 Because India can leapfrog.
22:34 We don't have to follow all those steps.
22:36 You can reach directly to the highest level.
22:39 Do you consider it a threat for art and artists?
22:42 Meta influencers.
22:44 I think not meta influencers.
22:46 But there are a lot of questions about AI.
22:48 Is it a threat or not.
22:51 I feel that we value.
22:55 If a creator makes a content.
22:57 What is the story of the creator.
22:59 We value it.
23:01 Similarly, in the case of meta influencers.
23:03 If there is no humanity in your story.
23:07 Then it will not work.
23:09 So, there will always be a value of human creativity.
23:12 But AI.
23:14 If there is a threat, then it will be a threat for everyone.
23:16 Because if it is able to put that level of content and emotions.
23:21 In its content.
23:23 What we are seeing is a technology of 5-6 years.
23:26 How much will develop in 10-20-30 years.
23:28 We don't know.
23:30 So, meta influencers will be a small part.
23:32 I think it will affect every area in life.
23:35 How do you see metaverse?
23:37 Meta is used interchangeably.
23:41 Virtual world, metaverse.
23:43 Already we are living half of our life in the virtual world.
23:47 We are running Instagram, YouTube for 3-4 hours.
23:51 Already we are in the virtual world.
23:53 Rather than meeting someone, we talk to them on WhatsApp.
23:57 I already see that half of our lives are in the meta world.
24:01 And half of our lives are in the real world.
24:03 So, do you think why are emotions of a human being?
24:08 Why are emotions there?
24:10 So, the feel that I am talking to you.
24:13 What we are talking about now.
24:15 We could have created this in the metaverse world.
24:18 But, the feel of emotions, you feel that it will happen.
24:22 And we will become robotic.
24:25 So, metaverse is in the early stage.
24:28 Like, it is in the baby stage.
24:30 When TVs came in the beginning, it was black and white.
24:33 In the next 10-15 years, Apple has launched its virtual headset.
24:39 And it will increase slowly and its size will be small.
24:42 So, the goal would be that you feel like you are sitting in front of them.
24:47 Personally, I think balance is very important.
24:50 These things can never be replaced.
24:54 So, technology will keep on increasing.
24:57 But, we should go in a balanced way.
24:59 That we should increase the real world experiences.
25:02 At the same time, technology is increasing.
25:05 At the same time, concerts, stadiums, matches, those experiences are also increasing.
25:09 So, balance is very important.
25:11 In future, if we talk about meta influencers, can they replace real influencers?
25:18 I am not thinking of replacement.
25:21 If a person follows on social media, he follows 30-40 people.
25:27 So, meta influencer will be a new category.
25:30 Similarly, in movies, you become a character.
25:33 So, they don't replace actors.
25:35 So, it is a fictional character.
25:37 What was the algorithm of Instagram when you launched the first meta influencer?
25:43 So, Instagram recognizes virtual influencers.
25:46 And worldwide, around 30-40 people are verified.
25:50 Before, you could buy verification.
25:53 So, Kyra also got verification last year.
25:56 So, Instagram officially recognized Kyra and virtual influencers.
26:00 In this market, you also see competition.
26:02 Because, there are so many softwares that can make an artist an influencer.
26:10 So, how will the authenticity of a particular company or a particular meta influencer be saved?
26:16 So, it is easy to make a virtual human now.
26:19 And AI tools like Mid Journey can make a virtual human in 10-15 seconds.
26:26 But, it is very difficult to make a virtual influencer.
26:29 For that, you have to tell a story and increase the number of followers.
26:33 So, there will be many virtual humans.
26:35 But, only virtual humans, influencers who will tell a good story and good content will be able to make it.
26:41 We think competition is a good thing.
26:43 Because, we are in a very early stage.
26:45 But, if there are 4-5 more virtual influencers like Kyra...
26:49 Do you consider anyone as a competition of Kyra?
26:52 Naina is there.
26:54 Who is also claimed to be the first meta influencer.
26:58 Right. So, we launched Kyra in January 2022.
27:02 I don't think there was any virtual influencer in India before that.
27:06 I think it is very good that Naina is not made by any marketing agency.
27:11 So, it is very good that other people are also making it and taking this concept ahead.
27:15 Because, it is in a very early stage in India.
27:17 And, I think they also have 1.5 lakh followers.
27:21 So, we feel very good.
27:24 And, we want other people to make it.
27:26 We are also working on other virtual influencers.
27:28 Because, this concept is very new.
27:31 And, I think India has a lot of potential.
27:33 We see our competition with Japan and America.
27:37 And, we have full confidence that we can cross them.
27:39 You are a South Indian meta influencer.
27:43 You have also made that.
27:45 Do you know anything about that?
27:46 Right. So, Kyra is a virtual influencer.
27:48 And, like celebrities and influencers have managers.
27:51 So, we have made Kyra's manager virtual as well.
27:54 His name is Shravya.
27:56 He is Kyra's manager.
27:58 Shravya is a 26 year old MBA graduate.
28:02 And, he is very active on LinkedIn.
28:04 So, you can see Shravya on LinkedIn and message her.
28:08 She gives her knowledge about AI, marketing, and startups every day.
28:20 And, these are content writers who prepare scripts.
28:23 All this content is through AI.
28:26 Right.
28:27 In future, we can see something like Micaela.
28:30 She has a boyfriend.
28:32 She goes on dates with him.
28:34 So, are you planning to do some experiments like Kyra's love story?
28:38 Right. So, we have thought a lot about Kyra's story.
28:41 And, we have to tell it as well.
28:42 But, we want to perfect that technology.
28:45 Because, when Kyra is talking, it should look like we are talking.
28:49 Like a real human being.
28:50 So, we are still perfecting it.
28:52 As soon as it is done, we will tell Kyra's story.
28:56 We will introduce more characters.
28:57 Kyra's family.
28:58 Maybe.
28:59 We don't want to tell it now.
29:01 We will tell it when we launch.
29:03 How many other Meta Influencers are you working with?
29:06 Right.
29:07 So, we believe in quality rather than quantity.
29:10 So, we are launching around 4 to 5 next year.
29:14 Maybe even less.
29:16 Because, we get more value if we have 2.5 lakh followers of one influencer.
29:20 Rather than launching 5 to 10, who have 5 to 10 thousand followers.
29:24 If we talk about the threat of this industry.
29:27 Because, what we talk about till now is that people's jobs are in danger because of AI.
29:33 People are in danger because of AI.
29:35 What are the challenges of this industry?
29:37 What is the threat to this particular industry?
29:40 Right.
29:41 So, as we have seen, Web 3 and Crypto were very popular.
29:44 But, now it is in a challenging time.
29:46 So, whenever a new technology comes, there is always a question that people will accept it or not.
29:53 But, if you always see the value, what is it giving to the users or brands.
29:59 We feel that Virtual Influencers, AI Influencers are providing actual value.
30:04 Whether to the users or to the company.
30:07 For example, Kyra is a fashion influencer.
30:10 So, you can take fashion tips from Kyra.
30:13 Kyra can judge your fashion and give feedback.
30:17 So, if you give actual value, you will have a chance to be successful.
30:22 What are your plans for your particular company?
30:28 Right. So, Future Studios is our company.
30:31 Our goal is India's first Virtual Human Company.
30:35 Kyra is our first Virtual Influencer.
30:38 So, we want to tell stories through these AI-powered Virtual Humans.
30:43 And eventually, we want to put such products that can be your companion.
30:47 So, Kyra can be your virtual companion.
30:50 You can have a companion in education.
30:54 You can be a virtual teacher.
30:55 So, our goal is to make such Virtual Humans.
30:58 Because, now you have a bootstrap company.
31:00 But, do you think such companies can be very profitable?
31:04 Right. So, I think there is a lot of potential.
31:08 If you see, any virtual character creator,
31:12 If you go to movies, Disney characters have always been big.
31:16 Their characters are still going on since 1950.
31:19 Their merchandise is still on sale.
31:21 If you see Barbie, which is very old, but that movie has earned 1 billion dollars.
31:26 So, we see Kyra in such a way that in the future,
31:29 even after 10-15 years, Kyra's value will be very high.
31:32 And she will earn a lot of profits in the long term.
31:35 What is your business model?
31:37 Only Kyra?
31:38 Our business model is to make Virtual Humans.
31:41 Virtual Human IPs, which are very popular and can interact with users with the help of AI.
31:47 Well, that's all for today.
31:49 Thank you Himanshu.
31:50 Thank you for giving your time to us.
31:52 If you have not followed Kyra yet,
31:55 then you should go and follow Kyra soon.
31:58 And for such interesting videos, stay tuned to Goodreturns.
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