Why Colin Kaepernick Is Starting an AI Company

When NFL quarterback Colin Kaepernick began kneeling during the national anthem to protest police brutality and racial injustice in 2016, he soon found himself out of a job, eventually moving onto other ventures in media and entertainment. Today, he’s entering the AI industry by launching a project he says he hopes will allow others to bypass “gatekeeping:” an artificial intelligence platform called Lumi.

The new subscription-based platform aims to provide tools for storytellers to create, illustrate, publish and monetize their ideas. The company has raised $4 million in funding led by Alexis Ohanian’s Seven Seven Six, and its product went live today, July 24.

In an interview with TIME, Kaepernick says this project can be viewed as an extension of his activism. “The majority of the world’s stories never come to life. Most people don’t have access or inroads to publishers or platforms—or they may have a gap in their skillset that’s a barrier for them to be able to create,” he says. “We’re going to see a whole new world of stories and perspectives.”

Kaepernick says that the idea for Lumi came out of challenges he faced while building his media company, Ra Vision Media, and his publishing company, Kaepernick Publishing, which included “long production timelines, high costs, and creators not having ownership over the work they create,” he says. When ChatGPT, Dall-E, and other AI models broke through to the mainstream a couple years ago, Kaepernick started playing with the tools, even trying to use them to create a children’s book. (Kaepernick penned a graphic novel, Change the Game, based on his high school experiences, last year.)

Lumi aims to help independent creators forge hybrid written-illustrated stories, like comics, graphic novels, and manga. The platform is built “on top of foundational models,” Kaepernick says—although he declined to say which ones. (Foundational models are large, multi-purpose machine learning models like Chat-GPT.) Users interact with a chatbot to create a character, flesh out their backstory and traits, and build a narrative. Then they use an image-generation tool to illustrate the character and their journey. “You can go back and forth with your AI companion and test ideas, ‘I want to change the ending,’ or ‘I want it to be more comedic or dramatic,’” he says. 

The users can then publish and distribute their stories right on the Lumi platform, order physical copies, and use AI tools to create and sell merchandise based on their IP. Kaepernick hopes that the platform will appeal to aspiring creators with gaps in their skill sets—whether that means athletes who have a story and an audience but lack illustrating chops, or content creators who are having trouble monetizing their work.

“We talked to hundreds of creators and asked what their pain points were,” he says. “Some were trying to fundraise money to get projects off the ground. Others don't know how to actually enter the space, or don't have a pathway or have been rejected. And other creators didn’t want to handle the logistics of fundraising and manufacturing and project management and distribution. We hope that this creates a path for people to actually thrive off of the creativity that they're bringing to the world.” 

Read More: Colin Kaepernick, TIME Person of the Year 2017, The Short List

Lumi will give creators full ownership of the works they create on the platform, Kaepernick says. When asked about how the company might deal with works that are created on Lumi but are alleged to have infringed on pre-existing copyrights, Kaepernick responded: “We're going to build on the foundational models, and we're going to let the legislators and everybody figure out what the laws and parameters are going to be.”

Kaepernick is well aware that there is significant mistrust and criticisms within creative industries about the rise of AI and its potential to take away jobs. Spike Lee, for instance, who signed on to direct an upcoming documentary about Kaepernick, said in a February interview that “the danger that AI could do to cinemas is nothing compared to what it could do to the world.” Concerns about AI were also at the center of the Hollywood strikes last year. 

“I understand the concerns,” Kaepernick says. “The creators have to be in the driver’s seat. This is another tool for them to be able to hopefully create in a better, more effective way, and that gives them freedom to create stories that they wanted to but couldn’t before.” Kaepernick compares these new AI tools to the iPhone's impact on allowing a much larger swath of people to experiment with photography. “We saw a whole new world of photography and photos,” he adds. “But that didn't eliminate traditional photographers or their craft and expertise. We look at this in a similar way.”

Kaepernick’s team includes engineers formerly at Apple (Stefan Dasbach) and Reflex AI (Sam Fazel). A representative for Lumi declined to disclose the monthly price of the platform. Creators can begin signing up for the beta version on July 24.