Replika AI: Monetizing a Chatbot

In early 2018, Eugenia Kuyda, co-founder and CEO of San Francisco-based chatbot Replika AI, was deciding how to monetize the app she had built. Launched in 2017, Replika was a consumer AI "companion app" developed by a team of AI software engineers originally based in Moscow. Replika allowed users to create their own customized AI avatar and then have free-flowing text conversations back and forth with it, like one would with a friend. Replika had a successful initial launch, signing up 2.5 million users in its first year, however, it was struggling to keep users on its app. Replika's research showed that its heavy users tended to be struggling with a bouquet of physical or mental health issues. Two monetization options were being considered: develop a subscription model for the AI companion app or pivot into a mental health app. The subscription model would offer a host of added benefits for subscribers and could be marketed at a broad TAM of lonely people. The mental health app would combine talk therapy (with the chatbot) with clinically proven therapeutic exercises, and would be targeted at people struggling with mental health issues. On the subscription side, investors were concerned that the app's users did not fit the typical profile of paid app subscribers. Yet pursuing the mental health app would mean venturing into a more regulated market and engaging in more carefully scripted responses rather than the freeform texting of the current app. The firm had been through a series of pivots and was hoping to find a clear path before venture funding ran out.

• Marketing strategy