Building Generative AI from Content

The amp product team’s goal was to create a diverse offering of AI Coaches that users could interact with, inside the app, to deliver a more personalized experience.

So I produced AI Coaches from the ground up — creating avatars of real, reputable coaches using their likeness, voice, and training style.

To produce AI-ready, dynamic content, I created a department-wide pipeline that involved:

1. Guided UGC Capture. Built a guided UGC toolkit, turning trainer-shot content into polished, professional AI avatars.

2. Creation & Modification. Oversaw content modifications using HeyGen, ElevenLabs, and Nano Banana.

3. CMS Upload, Submission & Review. Created a streamlined CMS process to maintain uniform quality and consistency across all content.

4. Talent Agreements. Created custom AI-inclusive contracts that worked across all content, including growth marketing pillars. See my partnerships section for more info.

In the end we created dozens of AI Coach avatars— including with actor and former professional football player, Terry Crews.