RHEI introduces Made, a set of AI agents it says will “unlock creativity” by assisting creators with making content

RHEI, the media-tech AI company formerly known as BBTV, today unveiled its second artificial intelligence product: Made

Wednesday, February 19, 2025

Original article on Tubefilter

RHEI, the media-tech AI company formerly known as BBTV, today unveiled its second artificial intelligence product: Made, which it says is a platform featuring “emotionally intelligent” AI agents that is designed to “unlock creativity” by assisting creators with day-to-day content creation and community management.

“Creators have to juggle multiple roles, acting as the director, the community manager, the producer, the strategist,” Shahrzad Rafati, founder and CEO of RHEI, tells Tubefilter. “The biggest challenge is, if you look at the stats, 75% of content creators experience burnout – and it’s because of the fact that creators have to wear many hats while working with so many different tools in a landscape that’s evolving so rapidly, whether it’s the evolution of formats, the evolution of platforms, new competition, or new players coming to the market.”

Rafati says Made is meant to support creators of all sizes across various areas of content creation. The three AI “agents” it offers at launch, Milo, Zara, and Amie, each have their own skill set based on their roles, “personalized to the creator and highly in-tune with micro and macro trends relevant to the creator. The agents analyze trends, creator interactions, audience behaviors, and successful strategies tapping into more than 5 petabytes of data.”

Once a creator decides to work with Made, the agents will learn about them through their channels and become personalized to them. This approach is what makes them “emotionally intelligent” and individualized to each creator, and turns them into a creative “dream team”, RHEI says.

“What’s really different about Made’s AI agents is that they are predictive and proactive, with unique skills that integrate seamlessly into creators’ daily lives,” Lewis Ball, RHEI’s Chief Strategy and Product Officer, said in a statement. “Our focus has been to build agents that don’t just assist creators, but proactively drive the entire workflow, eliminating the friction and manual effort that typically comes with AI-powered content creation. Unlike other AI solutions that require users to do the heavy lifting–tweaking prompts, managing outputs, and iterating endlessly–RHEI’s platform guides creators seamlessly, delivering high-quality results with minimal input.”

Rafati adds, “The way we see this is, for you to be able to actually solve the biggest challenge and close the gap between these large foundational models and the human brain and human creativity, can only be done through the agentic approach.”

With Milo, Zara, and Amie, RHEI is addressing three areas of content creation: creative direction, audience engagement, and relationship management. Milo is a “master brainstormer” that “refines concepts into polished masterpieces that captivate audiences,” it says, while Zara comes in with “an intuitive grasp of audience sentiment and personalized engagement strategies.” Amie, meanwhile, is a “relationship manager” RHEI says will “enable creators to seamlessly navigate the platform and maximize the potential of each team member.”

Each agent is meant to become a core part of creators’ daily work. For example, with Milo, “you get up in the morning, you log in to the platform, and Milo proactively has done some of the work for you to get you started, to get you inspired, to get you to want to be passionate about creation,” Rafati says. “I think our agents are providing the level of scale, personalization, and proactive collaboration that was never possible before.”

She adds that, in the future, RHEI plans to launch more agents that will specialize in other areas of content creation, both on the creative and business sides.

For now, Made is launching into closed beta, but will have a wider rollout in the future. At the same time, RHEI will continue developing its other AI tools, including RHEI Data Pro, a platform that lets creators license their content to companies making generative AI models.

RHEI Press