Pulse9’s Lifelike AI: Transitioning from Singers to Sellers, Gains Mainstream Popularity in South Korea
LAHORE MIRROR — South Korean AI company Pulse9 has introduced Zaein, an AI-powered virtual human capable of singing, news reporting, and even selling luxury clothing on television.
This innovative development has left real humans perplexed, as Pulse9 blurs the lines between technology and humanity.
Zaein, sporting a deepfake face and body, embodies the corporate ideal of the perfect employee, showcasing Pulse9’s expertise in crafting lifelike digital humans. The company’s portfolio includes digital creations for South Korea’s major conglomerates, such as Shinsegae.
Market research suggests that the global market for these lifelike AI creations could reach a staggering $527 billion by 2030.
CEO Park Ji-Eun envisions a broader role for AI humans, which includes enrolling them in universities, offering internships at prominent companies, and featuring them on live television to boost product sales.
“Virtual humans are essentially capable of performing many tasks that real people do,” she noted, though emphasizing that current AI technology still necessitates human involvement, at least for the time being.
Initially sparked by South Korea’s K-pop industry, the demand for AI humans has grown significantly, with virtual idols gaining popularity among music agencies. Pulse9 is now taking the concept a step further, demonstrating that these virtual beings can coexist harmoniously with humans as colleagues and friends.
Meet Zaein, Pulse9’s AI Human
Zaein’s visage is a result of deep learning analysis, drawing from the facial features of K-pop stars over the past two decades. This digital persona boasts delicate features, fair skin, and an elegant figure, brought to life by overlaying these characteristics onto a human actor.
Over ten talented human actors with diverse skills—ranging from singing and dancing to acting and reporting—contribute to animating Zaein. This multi-faceted approach makes Zaein a truly unique AI creation, according to Park.
One of the actors preparing to appear on a live morning news program on South Korean broadcaster SBS as Zaein commented, “I think it can be a good practice for people who want to become celebrities, and that’s what appealed to me.”
While Pulse9 keeps the identities of human actors hidden, the actor from SBS shared that embodying a virtual human has opened up new opportunities. “Typically, a lot of people in their teens and young adulthood become K-pop idols, and I’m way past that age, but it’s nice to be able to take on that challenge,” the 30-year-old actor told AFP.
Is AI Ready to Stand Alone?
Park envisions that artificial humans will continue to require real people until robust AI can operate independently. The emergence of ChatGPT and the heightened public awareness of AI’s potential and risks have fueled discussions on AI regulation.
Despite warnings from AI experts and calls for regulation in many countries, Pulse9 seems undeterred as it pioneers virtual idols, influencers, and sales agents to handle customer-facing roles for South Korean conglomerates grappling with recruitment challenges in a low-birthrate country.
Park emphasizes the need for more comprehensive regulations governing AI in South Korea and globally. She believes that, when used responsibly, AI can enrich human life, but the proliferation of deepfakes poses a challenge. Kim Myuhng-joo, a professor of information security at Seoul Women’s University, expressed concerns about the technology’s potential for harm and deception, highlighting the urgent need for effective safeguards.
