Onix launched a "Substack for bots": subscription-based AI doubles of health experts

Startup Onix is launching what its founders call a "Substack for bots": a platform where content creators in the health and wellness sector can release their own AI doubles and monetize them through a subscription model. The scheme works like this: an expert — a nutritionist, doctor, mental health coach — goes through onboarding on the platform, uploads their materials, and trains a personal bot on their voice, style, and knowledge. Users pay for access to this bot — and get the ability to ask questions at any time of day without appointments or waiting lists.

The influencer receives royalties from each subscription. A separate layer of the business model is native commerce. Bots can recommend products from their prototype: supplements, nutrition programs, books — and immediately process the purchase.

Essentially, it's an AI salesman that never gets tired and never takes a vacation. The platform's target audience is the space between "too expensive for personal consultation" and "too niche for regular ChatGPT." Onix is betting that people care about the personality of the expert, not just the answer to a question: they want to get advice specifically from someone they trust, even if it comes in the form of their digital copy.

The model raises obvious questions. How accurately does the bot reproduce the views of a real person? Who is responsible if an AI double of a doctor gives incorrect medical advice?

How does the user understand where expert knowledge ends and where model hallucination begins? Onix has not yet published a detailed answer to these questions. Nevertheless, the market is clearly moving in this direction.

Personalized AI assistants built on the personal brand of a specific person are a logical development of both influencer economics and the AI industry simultaneously. Onix is trying to occupy this niche first and build the infrastructure before larger platforms do. If the model takes off, it will change not only how people get health advice, but also how experts monetize their expertise — turning knowledge into an asset that works without their direct participation.