Made is an agentic AI platform for the workhorses of the creator economy.
Made
Apparently, we’re entering the Oprah era of agentic AI: here’s an AI agent for you! An AI agent for you! And for you! And you! AI agent use grew 22X for customer service this year, according to Salesforce, and marketers are building millions of them, too. Now there’s an agentic AI platform for creators: the ink-stained sweatshop laborers of our growing influencer economy.
“We’re trying to really elevate creators so they can grow faster, create better, create smarter and connect more deeply with their fans,” RHEI founder and CEO Shahrzad Rafati told me recently on the TechFirst podcast.
The platform is called Made, and it offers three AI agents designed to help YouTube creators, and eventually creators on all platforms, with creative insights and community management. “Milo” is your creative director, and “he” helps you generate new ideas for content, researches trends and optimizes delivery via titles, description and graphics development. “Zara” is your community manager, and “she” analyzes follower sentiment, answers questions, identifies superfans and nurtures the “creator-fan relationship.”
Rafati says the need for a platform like this is only growing.
“Every creator has to go about wearing multiple hats every day, from being an operator, to a designer, to a distributor, to a community manager, to a director, producer, and that’s exhausting,” she says. “About two thirds of content creators feel some level of burnout.”
The creative economy is in a state of significant growth. Goldman Sachs estimated that the creator economy’s total addressable market was about $250 billion in 2023 and could approach $480 billion by 2027, driven mostly by ad spend, platform payouts and brand deals. This massive economy, of course, is kept afloat by roughly 50 million global creators, with professionals still a small fraction of that base.
And they’re getting tired.
At least half have experienced burnout according to a summer 2025 survey, and almost 40% have considered leaving the creator economy and, presumably, getting a “real job” somewhere. The biggest problems: creative fatigue, demanding workloads and the need to always be on their screens. Even success isn’t a cure-all: popularity isn’t necessarily good for social media influencers, a 2024 study found, suggesting that “higher income levels correlated with increased relationship avoidance and anxiety scores.”
Rafati thinks RHEI (pronounced “ray”) and its new Made platform can help creators do what they do, while reducing stress and workload.
“They’re really like visionaries and chiefs, like they’re creator CEOs,” she says. “What we want to do is we want to finally liberate them from the tyranny of scale and logistics.”
What the AI agents do, then, is become a “tireless, perfectly aligned digital C-suite” that executes creators’ visions. That, she says, can help stem the tide of creator burnout.
I took Made for a spin on my own YouTube channel, and it helped in some ways while falling short in others. On the positive side, it created multiple new playlists from the hundreds of videos in my back catalog, finding similar videos on compatible topics and organizing them in new ways, which will help people find more videos on topics they like.
When I tried to make a new video thumbnail, however (the image that YouTube uses to show to people as they decide what to watch), the platform just created a thumbnail without asking me what the topic or content of the video was.
It’s early days, however, and Rafati says more agents are coming, and so is more sophistication. And there’s options, of course. But while there are many agentic AI platforms, such as Relevance AI, I haven’t seen another one dedicated purely to creators and the creator economy.
Ultimately, what we’re seeing is that agentic AI is rapidly entering professional toolboxes, and to keep up – never mind avoid burnout – most professionals are going to have to adopt the new tools and adapt the ways they have been working. When asked the question whether AI agents will steal our jobs or helps us do them better, most of us are going to chose option B.
Including creators.