Character.AI, with 28 million users, files for bankruptcy protection: why is it hard for AI companion apps to monetize?
Character.AI recently filed for bankruptcy protection and may cease operations if no viable sale plan emerges; the company, valued at $1 billion in 2023 with monthly active users once around 28 million, spent about $56.1 million on compute from January to August 2026 and still loses about $8 million to $9 million per month. The article argues that the free version already meets core needs and that emotional companionship is hard to convert into willingness to pay, while the more conversations there are, the higher the inference costs; together with minor safety and regulatory requirements such as China's Interim Measures for the Administration of Anthropomorphic AI Interaction Services, these factors are squeezing the space for such products. The article also compares transformation attempts such as Maoxiang's monetization through interactive storylines, membership fees plus virtual top-ups, Zeta's shift to story-led experiences, and Linky's addition of a gacha mechanic.
Why read thisThis article breaks down the structural dilemmas of AI companion apps from three angles—users' willingness to pay, inference costs, and regulation—and compares transformation paths such as Maoxiang and Zeta.