This Startup Encourages You to Spend Money to Converse with AI Representations of Human Specialists

The company isn’t forging entirely new paths. The concept of a chatbot replacing human interaction is quite familiar, as is the strategy of capitalizing on it. For example, Manhattan psychologist Becky Kennedy has established a parenting advice venture that features a chatbot named Gigi, which is trained on her expertise and insights. Kennedy’s business generated $34 million last year. So for experts, Onix may appear appealing—envision a bot embodying your persona generating income for you by engaging with thousands of clients effortlessly. As highlighted in an Onix white paper, “The expert’s knowledge base becomes a capital asset that generates revenue independent of their time.”

Onix aspires to eventually include thousands of experts offering their unique versions. For the moment, however, it is launching with a carefully selected group of 17, primarily focused on health and wellness. While these experts boast impressive credentials, they are also recognized as marketers and influencers. Many have books, podcasts to promote, or are selling supplements or medical devices.

One of the experts on the platform, Michael Rich, advises children and their parents on the overuse of media and its consequences. Naturally, his views on screen time are central to discussions with his Onix bot. During my conversation with Rich, he mentioned that he agreed to share his knowledge with Onix due to its privacy protections and the company’s transparent assertion that it does not provide medical treatments. “It’s about helping folks understand exactly what may be affecting them and how they might seek therapy if necessary,” Rich explained. Bennahum confirms that interacting with a bot representing a pediatrician is not comparable to a doctor’s appointment. “It’s intended to enhance [a user’s] ability to reflect on whatever pediatric journey they’re on,” he notes. Indeed, a disclaimer appears when users access the system, indicating they are receiving guidance, not medical treatment. Nonetheless, in a landscape where many treat Claude and ChatGPT like therapists—and countless individuals cannot afford actual healthcare—this warning is likely to be overlooked.

Another Onix expert, David Rabin, shared that while he initially had concerns about the process, the privacy and content protections offered by Onix alleviated his worries. He was pleasantly surprised by the early interactions between users and his Onix. “I didn’t train it extensively, but it remarkably captured my genuine concern, compassion, and empathetic tone,” he stated. He emphasized that the system will need careful oversight. “We must always be cautious because AI can overstep its limits,” he cautioned.

Rabin specializes in stress management and believes that consulting his Onix could help calm anxious users, potentially saving them a trip to the emergency room. He anticipates that real-life patients will benefit from the bot. “When my patients are in distress and can’t reach me, they can go online and access a substantial part of the ‘me’ that can assist them when I’m unavailable,” he remarked. Additionally, “It’s more cost-effective than seeing me in person.” Although Rabin hasn’t decided on his Onix subscription fee, he estimates it will likely fall within the range that Bennahum envisions—between $100 and $300 annually. That’s certainly more affordable than his in-person rate of $600 per hour.