zeta: A New Paradigm in Entertainment

zeta’s distinctiveness is evident in the time people willingly spend with it. Average daily usage is 2 hours 40 minutes, far surpassing global entertainment giants such as YouTube, TikTok, and Netflix.

And it is not a niche product: within its first year zeta crossed 2 million users and 800,000 monthly active users (MAU). In short, zeta is a mass-market service where hundreds of thousands of people devote nearly three hours of every day. This level of immersion can’t be explained away as mere ‘chatting.’ So what, exactly, is happening here?

To explain the essence of the experience zeta gives, let me share a slice of my own play log.

The excerpt records an exchange between me and a character named Clarice. Here’s the setup: I am the captain of the Royal Knights; Clarice is the vice-captain. I was once a legendary hero of a great war—an exceptionally skilled knight. But after many years of peace, I lost my motivation and slipped into idleness, preferring drink to duty. Clarice, young, energetic, and uncompromising, has no patience for such a commander. With this tension in place, the story begins.

How does it feel? It’s nothing like ordinary chatting. Instead, you feel as though you’ve stepped into a living narrative as its protagonist, or plunged into an open-world game with no predetermined ending that’s yours alone to explore.

This is precisely what we call AI-native entertainment—a new paradigm in how stories are experienced.

Tracing the history of entertainment, the first generation—built on print and broadcast technologies—asked audiences to consume content passively (novels, films, television). The second generation—driven by digital and internet technologies—let users interact, but only within frameworks pre-designed by game planners. In both eras, the audience’s experience was confined by boundaries that creators had set in advance.

AI-powered entertainment transcends this fundamental limitation

In zeta, the AI reacts to your every word and action in real time, letting you experience a one-of-a-kind story that belongs to you alone. This isn’t “AI-enhanced” content with a few smart features tacked on; it’s a fully AI-native entertainment experience, designed from the ground up around AI’s generative, personalization, and interactive capabilities. Zeta’s intense immersion comes from the deep agency—and the delicious unpredictability—of shaping the narrative yourself while exploring a living world. You’re no longer a spectator following a preset plot; you’re the protagonist and co-creator, crafting a story with the AI as it unfolds in real time.

That’s why Zeta’s rivals aren’t other AI apps.

zeta competes with first- and second-generation entertainment platforms—YouTube, Netflix, Roblox, Naver Webtoon—and, in just one year, it has already carved out a meaningful share of people’s leisure time.

The engine that makes AI-powered entertainment possible is AI technology tuned first and foremost for fun. In films and games, human creators are the chief source of delight; in Zeta, that role belongs to the AI itself. At the center is Scatter Lab’s proprietary large model, Spotwrite-1.

We don’t train Spotwrite-1 simply to be smarter or more articulate—we train it to maximize user delight. While general-purpose models chase factual accuracy and treat “hallucinations” as bugs, Spotwrite-1 revels in boundless imagination, unpredictable twists, and even those very hallucinations when they spark extra excitement.

To deliver this original AI experience, Scatter Lab owns every layer—data collection, model training, serving optimization, and app design—so we can hit both targets at once: unparalleled fun performance and uncompromising cost efficiency. The results speak for themselves: in the first year after launch, Zeta’s average weekly usage shot up from six hours to over thirteen. Those numbers make it clear just how powerfully technology can weave—and drive—the future of entertainment.

zeta demonstrates that third-generation entertainment can be a viable business, not just a technical curiosity. Thanks to zeta, Scatter Lab has posted six consecutive profitable months since Q4 2024—a extremely rare feat for a fast-growing AI B2C app.

The BM is as simple as YouTube Premium: ads for free users, “zeta Pro” subscription for an ad-free experience. Extraordinary engagement drives the ad business, and the proceeds are reinvested in making zeta even more fun.

The appeal is international. In Japan, zeta users average 3 hours 40 minutes per day, outranking Korea in retention, per-user revenue, and every other key metric. We plan to take Spotwrite-1 into more languages and markets through 2025 and beyond.

Great technologies don’t merely refine what already exists—they open entirely new horizons of experience. Gutenberg’s press democratized knowledge and storytelling; television turned our living rooms into centers of visual entertainment; the internet placed a universe of content in the palm of our hand, unconstrained by time or distance. Each leap of innovation has fundamentally reinvented entertainment itself.

Now we stand before the next great wave: artificial intelligence. While many see AI chiefly as a productivity booster, Scatter Lab sees something far bigger. We believe AI will unlock a dimension of delight humanity has never known and usher in a brand-new entertainment paradigm. This isn’t an incremental upgrade to the past—it’s an experience on a different plane, where users and AI co-create stories, revel in the thrill of the unexpected, and watch imagination turn instantly into reality. Only AI can make this new dimension of entertainment possible, and its era has just begun.

The entertainment we envision is:

• Real-time and ever-evolving – worlds, characters, and events are generated on the fly from your interactions.
• Genuinely user-driven – every action has meaningful, sometimes unpredictable consequences.
• Creator–consumer boundaries erased – stories are co-written by users and AI.
• Ultra-personalised – context-aware journeys unique to every individual.

Zeta stands as proof that this new entertainment paradigm isn’t a lofty abstraction—it’s happening right now. More than 800 000 people already spend an average of 2 hours 40 minutes a day inside Zeta, and Scatter Lab has carved out a durable edge with its fun-first proprietary model, a sustainable revenue engine, and an appeal that crosses borders and cultures.

Today’s text-only format is just the opening act. AI-generated images, voices, video, and eventually fully immersive XR worlds will unlock boundless possibilities. Over the next decade, AI-native entertainment will spawn an enormous new market, upend the global media landscape, and fundamentally change the way humanity experiences joy.

Through Zeta, Scatter Lab is widening the frontier of human delight. To every user who plays, every creator searching for new artistic tools, every future teammate eager to build, every investor who sees the long horizon, and everyone who dreams of a more joyful world powered by AI—we invite you to join us. Let’s open this new paradigm with our own hands. The journey has only just begun.

Jongyoun Kim, CEO, April 2025