Meet Milo, a creative director who helps people figure out what to post on social media. And meet Zara, a community manager who helps them figure out how best to engage with fans. The twist: Milo and Zara aren’t humans, they’re AI agents launched by a startup called Rhei in a service called Made.

“The world’s first emotionally intelligent AI platform designed to revolutionize human creativity with agents that act as your highly skilled and personalized dream team,” as the pitch goes. And if you read that sentence and wondered whether this ends with AIs telling you to make a video about opening a dog restaurant… you’d be right!

Milo and Zara are just two of the agents Made will offer (another, Amie, is a relationship manager) although it’s in closed beta for now. The messaging here is about Made complementing rather than replacing human creativity, and also being a potential burnout-beater for influencers.

We’ve seen similar efforts in the music space with ‘AI manager’ services like Mngrs·ai and Venice Music’s Co-Manager, albeit focused on the support and marketing side of artists’ workloads rather than providing creative ideas.