In December 2024, Nice House launched Nic, its own virtual assistant focused on content creators, developed using artificial intelligence tools. Nic operates 100% via WhatsApp, helping creators find job opportunities without the need to rely on other platforms or download additional apps for this purpose, becoming a pioneering initiative in the creator economy in Latin America.
The development of Nic aims to shift the perception of content creators from mere brand transmission channels to valuing them as the player they truly represent in the influence market. “The virtual assistant is available to the entire creators community, with no access cost. Through Nic, these professionals can receive paid advertising opportunities, and once the job is accepted, Nic itself assists them in delivering the work from start to finish,” says Mari Galindo, CEO of Nice House.
Beyond bringing opportunities, Nic offers a range of creative and operational support resources, such as AI-powered script development, trend monitoring upon user request, benefit programs tailored to creators’ needs—like fee advances—among other functionalities.
“Another key consideration about Nic was understanding how we could optimize creators’ daily routines through a free and functional tool for professionals across all economic realities. Given that 95% of content creators in Latin America are mobile first, we sought to bring our assistant to smartphones and, to ensure it wouldn’t occupy significant memory space or incur high data package costs—considering lower-performance models and plans—we integrated it into WhatsApp, eliminating the need to download new apps or access platforms via browsers,” explains the CEO.
Impact on creator economy in Latin America
Developed 100% by Nice House’s technology team, the virtual assistant is integrated with the workflow management platform used by Nice House’s team. The key differentiator is that its language doesn’t follow a robotic flow; unlike other companies’ chatbots, Nic doesn’t offer predefined options but rather adapts to the user’s language.
With Nic’s launch, Nice House hopes to reduce friction in accessing opportunities and thus rapidly expand its creator base. The expectation is to engage the community in interest-based research and continuously improve the platform, accelerating the development of new products and services based on content creators’ real needs.
Nic had an initial investment of over R$100,000, and Nice House plans ongoing investments to ensure the platform becomes increasingly efficient. Additionally, according to the 2024 “Creators and Business” report, over 56% of influencers in Brazil have between 1,000 to 50,000 followers—an audience that will increasingly demand solutions like Nic.
“The goal is to transform content creators into clients rather than products of the creator economy. We want them to have more autonomy and control over their opportunities, along with a platform that understands their needs,” concludes Mari Galindo.
