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Executive Column: Genexyz gives meta-humans central role in marketing
Genexyz creates meta-humans and builds stories around them. The start-up’s co-founder, Belinda Luis, spoke with The Jakarta Post's Yohana Belinda on May 25 about the future of meta-humans and the role of AI in the creative industries.
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Genexyz cofounder Belinda Luis (Belinda Luis/-)
I
n the fast-changing world of marketing, rising digitalization is paving the way to make so-called virtual influencers a new norm. Big brands including Prada and Calvin Klein have collaborated with renowned virtual influencer dubbed Lil Miquela.
That trend has begun to take hold in Indonesia, where there is no shortage of jobs for meta-humans. Examples include artificial intelligence (AI)-based immigration officials at Soekarno Hatta Airport, virtual news anchors on TV One and many more.
Genexyz creates meta-humans and builds stories around them. The start-up’s cofounder Belinda Luis spoke with The Jakarta Post's Yohana Belinda on May 25 about the future of meta-humans and the role of AI in the creative industries.
Could you tell us a bit about your company's history? How did you start the business?
In 2020, I founded Titans Tech, an immersive technology and gaming firm; in 2022, I launched Genexyz.
However, the main reason that I created Genexyz was due to the loss of my father and the recognition of patterns in the meta-humans around me. I wondered if technology could help me bring back those memories [with my father] through meta-human technology, though I am aware that the technological representation of my father is not genuine. Later on, I realized there was an opportunity to expand the company's technological operations and to integrate them widely in multiple markets.
I also believe that Indonesia has a significant opportunity to become a major producer of meta-humans, so we're putting a lot of effort into it – after all, Indonesia is technologically behind the United States (Lil Miquela) and Japan (Imma). I realized that there are a lot of influencers in the country but there haven't been many meta-human influencers, so why not give it a shot?
