Artificial intelligence became the talk of the town when OpenAI's ChatGPT showed up unannounced in 2022, and one question that quickly crossed everyone's mind was, "Is AI going to take my job?".
Cut to December 2024, and this might be starting to seem true for the most unconventional of professionals — content creators. Talent management firm Collective Artists Network has launched Kavya Mehra, India’s first AI-driven mom influencer.
According to the agency, Kavya is not just a digital persona but a unique blend of cutting-edge artificial intelligence and heartfelt storytelling, designed to connect with modern mothers in relatable and emotionally resonant ways.
As Vijay Subramaniam, Founder and Group CEO, puts it, Kavya’s creation is part of Collective Artists Network’s vision to merge technology with human creativity. “We wanted to explore the possibilities of combining AI with the emotional depth of real-life experiences. Kavya is designed to be a relatable voice for modern mothers while offering brands a way to create impactful, authentic content,” Subramaniam told CNBC-TV18.
What sets Kavya apart is her foundation in real motherhood experiences. Content for Kavya is curated by a team of mothers at Collective Artists Network, ensuring her stories accurately reflect the joys and struggles of parenting. This is also how the company overcomes the image of AI models being robotic or lacking emotional depth.
Kavya’s unique position as an AI influencer offers brands a fresh avenue to engage audiences. Her content aims to provide consistency and emotional depth, making it possible to scale personalised storytelling without losing authenticity.
Subramaniam highlighted this as a key advantage: "Kavya enables brands to tell genuine stories that resonate deeply with their audience, particularly on topics like parenthood.”
The company has also established systems to track audience engagement and feedback across Kavya’s platforms to ensure that she is relevant and engaging. Subramaniam adds that because she is AI-driven, it is easier for her to adapt real-time data, which makes her content continuously responsive to audience needs.
"We also regularly update Kavya’s content based on trending conversations among real mothers, ensuring that she stays relevant to what’s happening in their daily lives," he added.
Despite the rise of AI-generated influencers, Subramaniam doesn’t see this as a threat to traditional creators. Instead, he envisions a future where AI and human influencers collaborate, enhancing each other’s strengths.
“AI can’t replace the unique creativity of human creators. It’s a tool to augment their work, offering efficiency and deeper audience understanding,” he said.
Kavya is designed as more than just a virtual influencer—she represents the evolving intersection of technology and storytelling. However, the question remains — does this mean that creators who have spent years curating their content should be worried?
Like most leaders from the industry, Subramaniam says that AI can’t replace the unique creativity and personality that human creators bring to the table.
"I see AI as a tool that can enhance the work of traditional creators by helping them understand their audience better and deliver more personalised content. There’s room for both, and the future of the industry might well lie in collaboration between AI-driven platforms and human influencers."
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