So hypernatural just jumped out of the hiding mode, won $ 9.5 million into seed funds and casually told the world that he was building video characters generated by AI, which can look and sound how to sound how to sound YouYour favorite youtuber or spokesman who never sleeps. Not your average pitch, huh?
As reported by Business InsiderThe startup from LA is run by some serious veterans of the Snapchat Cto Bobby Murphy and former head of the original YouTube Dustin Sandoval. So yes, they know something about video, virus and content creation. Their new child, hypernatural, wants to put full -fledged AI figures similar to man in the hands of brands, influential and marketers. A great idea? You will no longer need a camera crew or even a human presenter. Just enter your script and boom – your AI avatar is ready for primary.
Let's not pretend it is not huge. They use restricted generative video models to turn a simple text into realistic movies with people who blink, emoticly, gestures – you call it. The goal is to provide creators with “faceless face” content, especially for use in product fields, online courses and short -form advertising. Very efficient? Absolutely. But also a bit ghostly. It strikes differently when the synthetic version of “You” is better lit and never needs a coffee break.
Hypernatural syndrome claims that their characters are “hyperreal”-what means more expressive, natural-looking and emotionally responsive than your standard robotic avatars. Think about less dummy, more an Oscar. And they assume that these AI actors are what they are hungry for. Judging by the highest level of seed financing, such as Capital First Round, including the former general director, Eric Schmidt, after the investors, it seems that the money is correct.
But here is a thing that no one wants to say loudly: will we lose true Human creators in this process? I mean that we have been talking about theft of artificial intelligence for years, but it seems that we are opening the door to a reality in which even actors and influence can be replaced by digital Doppelgängers. According to MIT Technology Review, there are already growing concerns about where ethical lines should be drawn in the entertainment industry.
And then there is a deep elephant in the room. Hypernatural claims that its avatars are designed for ethical restrictions and transparency, but let's be honest – we saw how fast good intentions can be spiral in chaos. You remember when Sora first fell and the internet was terrified because of the deep potential. It seems so, but with better lighting and stronger synchronization of lips.
Still, not everything must be destruction and darkness. For small creators who do not have Hollywood budgets or the skills of polished cameras, it can be a changing game. Imagine an independent fitness trainer who begins a full course using AI AID, which actually reflects its tons and expressions. Or a shy entrepreneur building the entire brand without appearing in front of the lens. This strengthening – if the right one was used.
Even Tiktok feels pressure. According to Bloomberg, the platform already experiments with similar technology to generate influential AI, who push 24/7 brands without sleeping, eating or earning. It is done here.
Hypernatural is also not alone in this race. They go to the head with players such as Synthesia and the first time, but they assume that their advantage is emotions-creating avatars AI, which not only to talk But feel. This is a high order, but if anyone has done this, it is probably a team that was for one of the largest online video platforms of the last decade.
One more thing – while everyone is excited about technology, insufficient number of people says how it can completely transform it trust. The more realistic these avatars are, the more viewers will start asking: Who is real and who is synthetic? And in a world that is already playing with disinformation overload, it's a great deal.
As the Atlantic noted, synthetic people already affect what authenticity means even on the internet. After hypernaturally jumping on the arena, we officially enter the amazing valley with a suitcase and lease of the apartment.
