This past February, RHEI (the media-tech AI company formerly known as BBTV) beta-launched Made, which it describes as a platform featuring “emotionally intelligent” AI agents that are designed to “unlock creativity” by assisting creators with day-to-day content creation and community management.
Shortly after, it introduced an enterprise version of Made and sent that out into the music industry–a move that has so far been a “tremendous success,” it claims. To date, Made’s enterprise partners (including Sony Pictures, Universal Pictures, and Warner Music) have used Made in “the creation of tens of thousands of high-quality pieces of multi-variate content distributed across multiple channels generating billions of views,” RHEI says.
Now, citing growing burnout among career digital content creators, RHEI is launching Made to global public access.
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That means creators anywhere can now pay $29.99/month to access Made’s first three AI “agents”: Milo, Zara, and Amie.
“What if you could get back to being a creator? Imagine a creator who never has to face the blank page alone, who wakes up to new ideas, polished strategies, and ready-to-publish content aligned with their unique voice. Imagine your community growing overnight, nurtured by a partner who engages your fans with your unique voice and empathy,” RHEI says. “Imagine possessing the strategic power of a global studio, yet retaining the soul and freedom of an independent artist. This isn’t the future of creation; it’s the present. RHEI built the dream team to handle everything.”
Once a creator signs on with Made, it reviews their channels and past content, using their data as its foundation. Then the “agents” come in, each of them trained to accomplish different generative tasks.
There’s Milo, aka “the creative director,” which RHEI says “acts as a creative collaborator, helping creators go from initial concept to publish-ready content.” ‘His’ main tasks are generating new video ideas, researching current content trends, and churning out video titles, thumbnails, and metadata “tailored to a creator’s unique voice and audience.”
Then there’s Zara, aka “the community manager,” which “analyzes audience sentiment, drafts authentic comment replies, and identifies superfans,” RHEI says. The goal is to let creators “engage meaningfully [with their audiences] without spending hours in the comments section.”
Last up (for now) is Amie, “the relationship manager.” RHEI describes ‘her’ as “a direct line to the Made platform, providing a seamless experience by handling bug reports and feature requests.” ‘She’ will help RHEI collect information about how creators are doing with Made, and tell it what kinds of tools and capabilities creators want in future updates.
RHEI currently has three more agents “in training”: Enzo, Lila, and Remi.
“We’re standing at the edge of a creative renaissance,” Shahrzad Rafati, founder/CEO of RHEI, said in a statement. “The question isn’t whether AI will replace creativity, it’s how it will expand it. With Made, we’re not automating art, we’re amplifying the human spirit behind it. Technology should serve imagination, not the other way around. This is about restoring the balance between scale and soul, giving every creator the freedom to dream bigger and create without limits.”
To Forbes, she added that modern content creators are “really like visionaries and chiefs, like they’re creator CEOs. What we want to do is we want to finally liberate them from the tyranny of scale and logistics.”
A big part of RHEI’s Made push is citing burnout statistics; it pointed to a 2024 study showing that over half of creators report feeling burnt out, caught in a tide of having to constantly pump out content and be constantly “on” for their fans.
An even more recent study from the Creators 4 Mental Health initiative showed things have worsened: Now, 62% of creators said they experience burnout–specifically burnout driven by things like unhealthy fan relationships and the rise of generative AI. 89% of respondents further said they feel they have no access to specialized mental health resources and benefits, leaving them stuck in a cycle with little support.
RHEI believes Made will lessen creators’ daily production stress, and has structured its marketing to talk down creators’ anxieties about their thoughtful content being drowned out in the slop era. It also plans to continue fleshing out Made, with upcoming agents trained in “skills ranging from production and distribution to rights management and strategic insights.”
RHEI is a Tubefilter partner.
