The news: Google launched “Portraits” on Thursday, a new experiment that creates AI-generated versions of influencers that offer users notes and advice using the voice of the individual they’re based on, per a blog post.

• Described as “personalized AI coaching built alongside real experts,” Portraits is built in partnership with the AI celebrity’s real-life counterpart. For example, the first Portrait features author Kim Scott and offers coaching inspired by teachings from her work, with conversations focusing on her area of expertise.
• The feature is available to US users over 18, and Google claims to have conducted thorough testing to prevent possible problematic scenarios.

The problem with AI influencers: Google isn’t the first to experiment with AI influencers, though it does have the advantage of basing its AI personas off of real influencers who users are more likely to trust—which could curb some issues others have found with the virtual influencer trend.