Impero: Alan Watts - The Awakening

Alan Watts - The Awakening: London Creatives Revive British Philosopher with AI

Elliott Starr, a Creative Director, and Beatriz Zambrano, a Creative, both working at Impero, have launched ‘Alan Watts - The Awakening’, a passion project bringing the legendary philosopher Alan Watts back to life using a suite of AI software.

At the heart of the idea is the sentiment of “awakened wisdom in an age of digital overwhelm”.

In an era dominated by Social Media, where algorithms often amplify polarising figures, particularly affecting impressionable youth, Starr and Zambrano saw a unique opportunity.

“People, particularly young people, are searching for guidance,” Starr explained. "But too often, the nature of Social Media can lead them to find answers in troubling places. Figures like Andrew Tate attract vulnerable individuals because their polarising content gains traction online, driven by algorithms that often prioritise engagement over content quality, truth, ethics, or morality.”

After discovering lonely teens are making friends with AI, Starr and Zambrano recognised a chance to offer a different kind of influence.

“While it’s artificial, and takes a little effort, we can now speak with influential thinkers from the past,” said Zambrano. “Of course, this relies on people like us going to the trouble of training an AI with enough of their words, and also not abusing the technology. But despite this, it’s still an incredibly powerful development.”

This realisation led them to Alan Watts, whose philosophical insights have guided many, including Starr himself, through life's complexities. Starr felt compelled to share these insights with a wider audience, especially in a time when AI companionship is on the rise.

"This is an independent, not-for-profit creative project," Starr emphasised. “Our only aim is to help people find wisdom, guidance, and a more certain sense of self, something Alan Watts dedicated his life to.”

To recreate Watts' voice and thoughts, the team fed thousands of his words into a dedicated ChatGPT thread. They then used Google's most searched existential questions to shape responses that reflect Watts' philosophy. These responses were synthesised with ElevenLabs' AI Voiceover technology, before the pair brought them to life in video, hosted on a dedicated YouTube channel.

Beatriz Zambrano, creative at Impero, speaks on the project:

“This is a passion project we’ve made happen ourselves. But if it gains traction, we may release it on the ChatGPT store, as a usable thread for people. After that, with more resources, who knows? It feels like the world needs it right now.

The internet is saturated with misinformation and superficial content. This project gives people easy access to timeless wisdom and deep philosophy. Watts spent his life studying a plethora of profound subjects. He condensed, simplified, and explained these subjects. But he also made them entertaining, he made people think, and escape dogma.

The world is a very different place now. There have been some major societal shifts. But the value I find in this project is the opportunity to preserve Watts’ legacy. We can ensure his work, and the guidance it offers, continue to help people.”

Reflecting on their journey, Starr and Zambrano discovered the vast potential AI offers to creatives.

"For those willing to embrace AI, the possibilities are immense," Starr observed. "While AI might not yet generate breakthrough creative ideas independently, it’s an incredible tool to spark inspiration and help bring ideas to life."

In a cultural landscape where AI often faces scepticism, the duo's positive outlook offers a refreshing perspective.

"Those who approach AI with a mindset of learning and experimentation, much like with any tool, software, or technology the industry has absorbed over the decades, will find themselves far more prolific and capable," Zambrano concluded.