You may have seen this story about 2Wai and its iOS app that creates digital avatars of deceased people. Honestly, the public reaction has been quite strong.

The idea itself is not new, but 2Wai has really pushed the concept with its FedBrain technology that processes everything locally to protect data. The app allows you to create HoloAvatars from videos, audio, and texts that you upload. When they launched the beta in November 2025 with a promotional video featuring Calum Worthy, it gained quite a bit of visibility—nearly 40 million views.

But here’s the thing, people didn’t really appreciate it. The feedback was brutal: "nightmare," "dystopian," "exploitation of grief." Honestly, it’s understandable. There’s something deeply disturbing about the idea of digitally recreating someone you’ve lost.

What makes things even more complicated is that 2Wai operates in a legal gray area. Legal experts point out the lack of a clear framework around data consent and ownership. Who truly owns this avatar? What happens if the deceased person never gave their consent?

Other similar projects exist, like HereAfter AI and Replika, but 2Wai has clearly sparked a broader conversation. The Hollywood strike of 2024 over AI voice and motion capture had already highlighted these concerns. Now, we see that they don’t disappear; they just evolve into new territories.