A persona that listens while it talks
Emma is an AI video persona from Nuance Labs, built on Nuplex, the company’s full-duplex audiovisual foundation model. Full-duplex means it listens and responds at the same time, so Emma reacts while you are still speaking instead of waiting for you to finish.
Nuance Labs spent 18 months on the research. Its co-founder and CEO, Fangchang Ma, worked at Apple and holds a PhD from MIT.
Most AI personas stare blankly while you talk. Emma reacts while you’re still speaking.
That line carries the launch. Anyone who has talked to a video avatar knows the pause before it answers, and the post names the difference in one sentence before the video shows it.
What Doomers AI ran
Doomers AI ran the launch. The company account had more followers, but the post went out from the founder’s account, the one that had announced the Series A. A founder introducing what the team built reads as news, and the launch window had to bring the audience either way.
We cut the copy down to the opening claim, the contrast and the research behind it, from what has worked across the launch directory. The link moved out of the first post to the end of the thread, because a link in the first post costs reach.
Nuance Labs cut a handful of demo clips, and they went to the creators with the biggest audiences, so the first quote posts showed Emma in action. Creators from the network with audiences in AI, video and developer tools quoted the post in the first hours with their own take, and the company account quoted it and pinned it. By the afternoon X was running it as a trending story.
The model, the video and the research were Nuance Labs’. The copy, the timing, the voices and the first hours were ours.
Past HeyGen and Meta in the same five minutes
Three launches went out within five minutes of each other on 9 November. Mark Zuckerberg posted Meta’s Muse Ember model at 17:54 UTC. HeyGen launched its platform for its video, voice and avatar models at 17:58, the closest thing to Emma launched that day. Nuance Labs posted at 17:59.
| Launch | Followers | Views | Bookmarks |
|---|---|---|---|
| Nuance Labs, Emma | 1,458 | 3.4M | 1,790 |
| HeyGen Platform | 27,768 | 1M | 441 |
| Meta Muse Ember | 2,519,362 | 549K | 1,017 |
A founder account nineteen times smaller than HeyGen’s drew three times its views, and more than six times the views of a model launch posted to 2.5 million followers.
The same week, Atmanity launched a real-time avatar model from 156 followers. Read the Atmee case study for how a launch in the same category ran a week earlier.
The launch by the numbers
| Measure | Value |
|---|---|
| Views | 3,429,554 |
| Reach against its following at launch | 2,352 times |
| Bookmarks | 1,790 |
| Likes | 2,607 |
| Quote posts | 268 |
| Against HeyGen’s platform launch, 52 seconds earlier | Three times the views, from a nineteenth of the following |
| On X | A trending story the same afternoon |
| Followers | 1,458 at launch, 2,328 now |
The post
The first AI persona you’ll actually want to meet face-to-face.
Most AI personas stare blankly while you talk. Emma reacts while you’re still speaking.
After 18 months of research at @nuance_ai, this is Emma, built on Nuplex, our full-duplex audiovisual foundation model.
See the live numbers on the launch page →
How Doomers AI launches work
The creators in a Doomers AI launch are paid for their posts, and every compensated post carries X's paid partnership label. Our disclosure policy.
Questions we get asked
What is Emma?
Emma is an AI video persona from Nuance Labs, built on Nuplex, the company's full-duplex audiovisual foundation model. Full-duplex means it listens and responds at the same time, so Emma reacts while you are still speaking instead of waiting for you to finish.
Who is behind Nuance Labs?
Co-founder and CEO Fangchang Ma, formerly at Apple, with a PhD from MIT. Nuance Labs spent 18 months on the research behind Nuplex before the launch.
Who ran the Nuance Labs launch?
Doomers AI. We ran the launch window around the founder's post: the copy, the timing and creators from the network with audiences in AI and video, who quoted the post in the first hours with their own take.
How many views did the launch get?
The founder's post passed 3.4M views from an account of 1,458 followers when it went out, more than 2,000 times that following, with 1,790 bookmarks and 268 quote posts.
How did it compare with HeyGen's launch?
HeyGen launched its developer platform for video, voice and avatar models 52 seconds earlier, from an account of about 27,800 followers. Nuance Labs drew three times the views from an account a nineteenth the size.