In simple terms, AI digital twins are virtual replicas of real-world people, complete with lifelike appearances, gestures, facial expressions, and voices. Thanks to advancements in AI, machine learning, and data analytics, creating these digital twins is becoming simpler, faster, and—importantly—more affordable. Right now, digital twins technology is good enough for a range of applications, including social content, employee engagement, sales presentations, and customer service.

While the technology is maturing every day, we’re still at the early adopter phase. Creating and managing high-quality digital twins can be resource-intensive, with costs for studio shoots, avatars, and SaaS fees quickly stacking up. The quality also varies significantly across different providers. As soon as I get the faintest sense I’m talking to a robot, flat voice intonation, lips out of sync or feeling slower than a Joe Biden speech —  the magic quickly fades.

The biggest learning is that the best results come from a studio avatar shoot—think green screens, studio-quality audio and video capture, the whole 9-yards. This can set you back a minimum of $3,000. And it’s not instant either; creating a digital avatar with high-quality facial expressions and lifelike movements can take about 30 days.

SaaS pricing has made this technology more accessible. Pricing for AI digital twin platforms is typically structured around a flat setup fee, then a monthly usage fee, with most charging based on ‘per editing seat’ or ‘minutes of video per year.’ For most businesses this would look like US$75-$200 per month. Which when you think about what it could replace, is pretty good value for money.

As exciting as AI digital twins are, they come with significant risks—most notably, the potential for misuse in the form of deep fakes. We’ve all seen videos where people are convincingly made to say or do things they never actually did. This dark side of AI presents serious ethical and security challenges, especially in the realm of customer engagement and public communications.

For a glimpse of where artificial intelligence is headed in election campaigns, look to India, the world’s largest democracy. An A.I.-generated version of Prime Minister Narendra Modi that has been shared on WhatsApp shows the possibilities for hyperpersonalized outreach in a country with nearly a billion voters. In the video — a demo clip whose source is unclear — Mr. Modi’s avatar addresses a series of voters directly, by name.

That’s why it’s critical to work with providers that take security and ethical considerations seriously. Leading platforms like Synthesia and HourOne implement safety protocols to prevent the misuse of their technology. For instance, they require high-quality footage for avatar creation and have rigorous processes in place to ensure avatars are only created with the consent of the person being replicated. However, it’s still a big problem, and businesses need to be aware of the risks when adopting this technology. The space comes with huge responsibilities, and it’s crucial that companies enforce their own safeguards alongside those provided by their AI suppliers. 

Steps to Get Started with AI Digital Twins

1. Identify Your Use Case
   First, figure out how an AI digital twin could benefit your business. Are you looking to reduce costs of video production? Or are you more focused on creating personalized video content for social platforms? Nail down the exact problem you want to solve.
2. Choose Your Platform
   Next, evaluate which platform best meets your needs. If you’re all about volume and speed, Synthesia could be the right fit. If quality is your main concern and you’re willing to invest in a premium product, HourOne is worth considering.
3. Budget for the Future
   Remember that AI digital twins aren’t free, and the costs can add up quickly. You’ll need to budget for avatar creation, studio shoots, and ongoing usage fees. Start small, then scale up as you see results.
4. Monitor and Optimize
   AI digital twins are a powerful tool, but they’re most effective when continuously refined. Make sure to regularly assess their performance and adapt based on real-world data.

AI digital twins are an exciting frontier for businesses looking to optimize processes, predict maintenance needs, or create highly personalized digital content. While the technology is evolving quickly, it’s not quite perfect just yet—especially if you’re aiming for lifelike avatars. However the rate of improvement is inline with advances in AI — which as we've seen from the development of ChatGTP — which is incredibly fast. Right now, for short-form 'informational' videos and product simulations, it’s already a game-changer. The highest quality avatars are incredible, but the cost is a barrier to entry right now. But that all depends on your business model, if you're a business like MasterClass where high quality content is your core offering, the investment makes perfect sense. Whether you opt for the scalability of Synthesia or the premium quality of HourOne, the potential of AI digital twins is clear. The future is bright, but trust and safety concerns will need to be addressed as the technology continues to grow.