BeFake is a networking app that rejects the drive towards authenticity – claiming that movement is inauthentic itself. BeFake has raised $3 million in seed funding and launched on Google Play and Apple Store in August.
In a clear response to apps like BeReal, the app operates similarly but completely differently. Users still get sent a push notification for a window of time to take both a back and front picture on their smartphone. Unlike BeReal which offers no filters and no frills, BeFake users can then use already predetermined suggestions or insert their own AI prompts to completely transform their image entirely. The result might transform them into a mythical creature, or place them on top of the grand canyon. The results are aesthetic, surreal and completely different to the real world.
The app has been set up by Alias Technologies, which was founded in 2021 by Kristen Garcia Dumont and Tracy Lane. They previously operated in the mobile gaming space for Machine Zone. Alias technologies is a 12 person team and raised $3 million in funding at the end of last year, with investors such as Next Coast Ventures, Maveron Ventures, Peter Thiel, Joe Lonsdale and WS Investments
There is a 20 minute window everyday that is free for all users, but the app offers a subscription model that cost $2.99 per week, $9,99 a month or $9.99 for the year, that removed restrictions form people’s use of the AI image generated content.
It takes about 30 seconds but often much less time for the AI image to be generated and users can flip between the original and Ai image back and forth. Post are then shared to a discovery feed on the app or can be posted on other social media platforms.
Social media is a place many have argued has become completely inauthentic. What we have seen is some apps completely rebel against that to tackle the problem. BeFake tackles it in another way. It leans into and embraces the inauthenticity. No one using this app is claiming to be showing them true self – but within it perhaps they are able to show their true creative personality instead.