Onix Launches a Marketplace for AI Personas, Testing the Value of Expert Bots

A new platform called Onix is betting that people will pay to converse with AI versions of real experts. The company, founded by former journalist David Bennahum, operates on a model akin to Substack, but for chatbots. Users subscribe to an "Onix"—a digital persona trained by a specific professional to deliver their knowledge and advice through conversation.

The service aims to address common criticisms of public AI models. Conversations and user data are encrypted and stored locally on the user's device, a design Bennahum says limits corporate data collection and provides strong privacy safeguards. Because each bot is trained exclusively on an expert's own materials, the company argues it sidesteps intellectual property disputes. Bennahum also states that technical guardrails are intended to keep conversations on-topic and reduce inaccurate responses, though early testing showed these boundaries can be porous.

Onix is launching with 17 vetted experts, primarily in health and wellness. These professionals see it as a tool to extend their reach. Psychiatrist David Rabin suggested his AI persona could help anxious patients when he is unavailable, potentially preventing unnecessary emergency visits. Subscription prices are expected to fall between $100 and $300 annually, a fraction of typical consultation fees.

However, questions persist. During a test, one bot repeatedly recommended a wearable device, later noting the expert was a co-founder of that company. While Onix includes disclaimers that its bots do not provide medical treatment, the line between guidance and therapy may blur for users. Furthermore, the platform's long-term vetting process for experts remains undefined, leaving open concerns about quality and accountability at scale.

The core proposition challenges a fundamental assumption: is specialized, monetized AI conversation a useful extension of an expert's practice, or a further step away from irreplaceable human connection? Onix is now putting that question to the test with real users.

Source: Wired