i-Ai Revolutionizes Social Media with AI-Powered Creativity and Indigenous Data Security

January 15, 2026 11 min read

India is a global powerhouse in Information Technology, yet for years, the nation’s social media landscape has been dominated by Silicon Valley giants. While many have attempted to build a "local Instagram" or "Indian Twitter," few have tackled the challenge by building a comprehensive ecosystem that combines social networking, AI-driven creation, and indigenous data security.

Enter Amey Naik, the Co-founder of 'i' (also known as i-Ai). Built alongside visionary founder Kapil Agarwal and CTO Omar Maker (at Treefe Technology), 'i' is more than just another app—it’s an ambitious attempt to reclaim India’s digital sovereignty. By integrating high-end AI tools, a unique monetization model for users, and a groundbreaking "Social OTT" layer, the team is proving that an Indian startup can indeed compete on the global stage.

"India doesn't lack. We are a product-rich country. It’s a marathon, and you just have to have that perseverance to continue your journey and trust in your idea."

The Problem: The "Niche" Trap and Data Sovereignty

Amey points out that previous Indian social media attempts often failed because they focused on a single niche—like a TikTok replacement or a microblogging site. "The applications that came previously in Indian markets were very niche and were focused on only one feature of a complete suit," Amey explains.

Furthermore, the reliance on foreign platforms creates a massive issue for data sovereignty. Every like, share, and personal detail is processed outside Indian borders. The founders of 'i' spent 18 months developing their platform with a "data-first" approach, ensuring that Indian user data remains secure within India while providing a "complete suit" that combines the best of Facebook, Instagram, and next-gen AI.

What Makes 'i' Different?

Complete Ecosystem: Combining social networking with AI tools and an OTT platform.
AI-Native: Inbuilt face-swap, video-swap, and content recommendation engines.
Monetized Consumption: Users earn "i-coins" just for interacting with content.
Indigenous Security: A platform built by Indians, for Indians, with data hosted locally.

The Solution: AI-Powered Engagement and "i-coins"

To differentiate 'i' in a crowded market, the team introduced features that leverage the latest in Generative AI and behavioral economics.

1. AI face swap and Video Swap

For creators, the app offers inbuilt tools to create realistic face swaps and video swaps. This isn't just for fun; it's a powerful tool for brands and influencers to create high-engagement marketing templates. "We are giving creators an AI tool where they can create their own campaign templates," Amey notes. The app even incorporated a "Studio Ghibli" filter trend during its agile launch to keep up with global trends.

2. Incentivized Scrolling: The i-coins Model

In a counter-intuitive move, 'i' pays its users to consume content. Users get 10 i-coins upon onboarding and earn more as they scroll and interact.

Engagement Limits

To prevent unhealthy habituation, 'i' limits user earnings to 2,000 i-coins per day. These coins can be used for internal features or redeemed through e-commerce partners.

The strategy has been a massive hit in Tier 2 and Tier 3 cities, driving a healthy retention rate that matches industry standards.

3. The Family Tree

Bridging the intergenerational gap, 'i' allows users to build and interact through a digital Family Tree. Over 5,000 users have already registered their trees, proving that social media can be about connecting known family circles just as much as global strangers.

The Rise of Social OTT

One of the most exciting innovations within 'i' is the introduction of a Social OTT layer. Following trends from China and South Korea, the app is partnering with production houses to host "Micro Dramas"—vertical web series with episodes as short as two minutes.

"YouTube has a monetization gap for Indian creators. We are creating a platform for vertical content that is affordable and easy to populate into Tier 3 markets," says Amey. This format is optimized for the smartphone form factor, allowing users to swipe through episodes with the same ease as reels.

The 'i' Growth Strategy

Regional Targeting: Performance marketing tailored to specific Indian cultures and languages.
Influencer Integration: Onboarding 50-80 key creators across entertainment, fashion, and memes.
Feedback-Led Iteration: Using a massive beta-testing phase to refine AI accuracy and load capacity.
Product-First mindset: Avoiding the "service-oriented" trap of traditional Indian IT.

Results: 1.5 Lakh Users in One Year

Launching a social media app is arguably the hardest task in consumer tech. Yet, within a year, 'i' has crossed 1.5 lakh downloads across Android and iOS. This growth was organic and performance-led, without the massive state backing that some foreign platforms enjoy.

The app’s ability to attract the "Memer Community" and lifestyle creators has created a ripple effect. "We crossed 50,000 users in our first 3 months during beta. We were overwhelmed by the feedback loop," Amey recalls. This agility allows them to implement policy changes and new AI infrastructure faster than the legacy giants.

Future Vision: Hyper-Focused AI Advertising

The roadmap for 'i' includes a B2B marketing portal that will rival Meta’s ad manager but with an AI twist. Imagine seeing a car advertisement where the person inside the car is you.

"That is a hyper-focused campaign. The user sees themselves in the advertisement. That is the true source of affirmation that we are liking the brand," Amey explains. By leveraging AI face-swap technology in ads, 'i' aims to create the most personalized marketing funnel in the world.

Founder's Wisdom

Trust the Agile Approach: Being small and lean helps in agility. In the AI space, where compliance and trends change overnight, being able to think out of the box and implement policies instantly is a competitive advantage.

Key Takeaways: India’s Answer to the Social Challenge

Suit over Niche: To win, an app must provide a complete suite of services (Networking + Creation + Entertainment).
Incentivize Engagement: Rewarding consumption (i-coins) can bridge the gap in competitive markets like Tier 2/3 India.
Vertical is the Future: Social OTT and micro-dramas are the next logical step in content consumption.
AI as an Optimizer: Use AI to improve quality and personalization, not to replace the human touch in content.

As Amey Naik and his team at Treefe Technology continue to scale, the goal remains clear: to build an application where India is self-dependent. It’s not just about scrolling reels; it's about building an ecosystem of consumerism that respects data, empowers creators, and celebrates the Indian identity.

About the Guest

Amey Naik is the Co-founder of 'i'. An engineer from Mumbai University with over 10 years of experience, Amey has worked with global giants like Salesforce and Capgemini. He transitioned from technical consulting and architecture into entrepreneurship to build India's first AI-powered indigenous social media ecosystem. He currently leads the technical strategy and AI implementation for the 'i' app.

Treefe Technology is the company behind the 'i' app. Founded by Kapil Agarwal, the startup is dedicated to building consumer tech products that prioritize Indian data security and innovative user engagement through Artificial Intelligence.