Influencers Are Cloning Themselves With AI

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Influencers Are Cloning Themselves With AI

I started paying attention to this when Tony Robbins launched an AI coach that speaks in his actual voice and answers personal development questions on demand.

It’s sold as a subscription product at $99/month, which already tells you something important: this is meant to sit alongside his books, events, and programs, not as a side experiment.

What People Mean When They Say “AI Clone”

Despite the language being thrown around, this isn’t a digital consciousness or a thinking replica.

In Tony’s case, the setup appears to rely on Steno for the conversational layer, paired with ElevenLabs for voice generation. The system is trained on existing material: talks, books, frameworks, and recurring patterns in how he explains ideas.

The AI doesn’t invent new philosophies, it just mimicks the way Tony usually responds, based on what it has already seen and the gazillions hours of content he has produced.

The more interesting signal came from creators using this as an actual business layer rather than a brand flex.

Both Matthew Hussey and Gabby Bernstein appear to use Delphi to create AI versions of themselves. Delphi publicly references them as case studies.

Matthew Hussey has described his AI as a “digital mind” and has reportedly built a seven-figure business around it.

Gabby Bernstein integrated hers into her app as a retention layer rather than a headline feature, which is arguably the more interesting move.

The Tools Behind This Trend

What’s emerging is a fairly clear tool stack, even if the branding around it differs.

Steno focuses on AI avatars and conversational presence, especially when voice and real-time interaction matter. It’s well suited for creators who already have a strong spoken-word identity and want that to carry through.

ElevenLabs handles the voice layer. This is the piece that makes the experience feel personal rather than transactional, especially once users stop consciously noticing that the voice is synthetic.

Delphi sits closer to “knowledge-based cloning.” It’s less about performance and more about encoding how a creator thinks, explains, and responds. That makes it attractive for coaches, authors, and educators who want their ideas accessible without being present themselves.

Each tool solves a different part of the problem, which is why most serious implementations combine more than one.

The Bigger Pattern I’m Watching

I don’t think everyone should rush to clone themselves, but I do think this marks a shift in how influence gets packaged.

Instead of just selling content or access, creators are starting to sell availability shaped like them. That’s a new category, and we’re still early enough that the rules aren’t fully written yet.

Some people will overdo it. Some will frame it badly and damage trust. But the ones who get it right are building products that sit somewhere between a course, a coach, and a support system.

And that’s why this trend feels different from most AI-for-creators hype.

(Reply with your take - this one’s divisive, and that’s the point.)