The rise of virtual influencers powered by artificial intelligence (AI) is transforming the creative industry. For years, creators have faced the challenge of building their businesses around a single individual, making their companies highly reliant on their abilities and limiting scalability. Recognizing this high-risk business model, Jelle Van Den Bussche, known as Kwebbelkop in the YouTube community, embarked on a mission to reverse engineer what made creators successful.
Van Den Bussche and his creative team conducted extensive research and testing to understand the factors that contributed to creators’ popularity. They delved into the influence of voice, appearance, and content on audience engagement. Armed with this knowledge, they set out to develop a virtual YouTuber, named Bloo, powered by AI. Launched in April 2021, Bloo quickly gained traction, accumulating 775,000 subscribers and attracting tens or hundreds of thousands of viewers per video.
Bloo represents a significant advancement in virtual influencer technology. The virtual influencer is entirely computer-generated and follows a predetermined protocol and set of steps. The system behind Bloo incorporates AI and machine learning applications to enhance its performance. Van Den Bussche is now applying this model to his intellectual property (IP) and that of his friends, including voice cloning to replicate his own voice.
The introduction of AI-generated content marks a paradigm shift in the creative process. Van Den Bussche acknowledges that he is not retiring as a creator; instead, he is embracing the potential of AI to assist in the creative process. The AI-powered videos, referred to as Kwebbelkop videos, utilize models trained on Van Den Bussche’s existing content. By harnessing the power of AI, he aims to replicate his creativity while simultaneously reducing his personal involvement in content creation.
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This embrace of AI technology represents a significant step forward for creative professionals. Van Den Bussche’s confidence in AI’s ability to reproduce creativity is so strong that he is willing to bet his entire business on it. While the initial AI video release garnered nearly 3,000 views at the time of writing, there is a growing demand for his AI tools. Van Den Bussche claims to have a wait list of 500 influencer friends eager to adopt his AI technology. However, accessibility is currently limited due to the high cost of creating new videos. He anticipates that costs will decrease as technology advances, making it economically viable for a broader range of creators to utilize AI.
The emergence of AI-generated creators presents creators with a new avenue to continue their work without limitations imposed by factors such as aging or evolving physical appearances. Lia Haberman, an influencer marketing expert and UCLA instructor, acknowledges the potential of AI-generated creators but questions whether audiences will embrace them to the same extent as human creators. She believes that the appeal of human creators lies in their ability to form genuine connections with their audiences, something virtual influencers can’t replicate. Haberman suggests that virtual creators will primarily exist as a form of entertainment until sentient AI becomes a reality.
Despite the skepticism surrounding AI-generated creators, Van Den Bussche hopes that his AI technology will support creators who face challenges that lead them to step away from online video production. Many creators confront hurdles like burnout or personal issues, which can hinder their ability to continue their work. Van Den Bussche believes that his AI tools can help these creators maintain their existing brands, providing a solution to the human problems that often force creators into retirement.
In conclusion, the emergence of AI-generated creators powered by virtual influencers represents a significant development in the creative industry. Van Den Bussche’s groundbreaking work with Bloo and the Kwebbelkop videos demonstrates the potential of AI to contribute to the creative process. While there is debate about the extent to which AI-generated creators can form authentic connections with audiences, there is growing interest within the industry. With advancements in technology and the decreasing costs associated with AI, we can expect to see more creators utilizing this innovative approach in the near future.
