In December 2024, theNice Houselaunched theNothing, your own virtual assistant focused on content creators, developed through artificial intelligence tools. Nic operates 100% via WhatsApp, assistingcreatorsto find job opportunities without having to resort to using other platforms ordownloadof applications for this, becoming a pioneering initiative increator economyLatin American.
Nic's development aims to move away from viewing the content creator as a mere channel for transmitting brands and value him as theplayerfundamental that it represents in the influence market. The virtual assistant is available for the entire community ofcreators, at no access cost. Through Nic, these professionals can receive paid advertising opportunities and, once with thejobaccepted, she herself helps them deliver the work from start to finish”, says Mari Galindo, CEO of Nice House.
In addition to providing opportunities, Nic offers a range of creative and operational support resources, such as script development through AI, trend monitoring that can be requested by users, benefit programs focused on creators' needs—such as advance payments—and other features.
Another fundamental reflection on Nic was understanding how we could optimize the creator's daily life through a free and functional tool for professionals from all economic backgrounds. Once 95% of content creators in Latin America aremobile first, we seek to bring our assistant to thesmartphonesand, so that it doesn't take up significant memory space or generate large data package costs – thinking about lower performance models and plans – we brought it to WhatsApp, without the need to download new onesappsor access platforms via browser”, explains the CEO.
Impact oncreator economyfrom Latin America
Developed 100% by the Nice House technology team, the virtual assistant is integrated into the workflow management platform used by the Nice team. The main difference is that its language does not follow a robotic flow; unlike chatbots from other companies, Nic does not offer predefined options but instead adapts to the language of the user.
With the launch of Nic, Nice House aims to reduce friction in accessing opportunities and thus quickly grow its base of creators. The goal is to involve the community in research of interest and continuously improve the platform, accelerating the development of new products and services based on the real needs of content creators.
Nic had an initial investment of over R$ 100,000, and Nice House plans continuous investments to ensure that the platform becomes increasingly efficient. Furthermore, according to the 2024 "Creators and Business" report, more than 56% of influencers in Brazil have between 1,000 and 50,000 followers, an audience that will increasingly demand solutions like Nic.
“The goal is to transform content creators into customers and no longer into products of the creator economy. We want them to have more autonomy and control over their opportunities, as well as a platform that understands their needs,” concludes Mari Galindo.
