Meet Taylor Hughes, co-founder of Hypernatural AI

Hypernatural AI, a startup at the forefront of generative AI-powered video creation, was founded in 2023 by Rebecca Kossnick and Taylor Hughes. Hughes, a seasoned tech entrepreneur, brings a wealth of experience to the company, having previously worked at YouTube, Facebook, and Google, as well as founding tech startups Launchkit and Avocado Software.

While Hypernatural AI was launched in Silicon Valley, it now operates remotely, with Kossnick based in New York and Hughes running operations from Milwaukee. A recent transplant from the Bay Area, Hughes moved to the metro area with his wife and six-year-old son, drawn by family ties and a more balanced lifestyle. Now, as he settles into the city, he’s also navigating Milwaukee’s startup ecosystem, bringing Silicon Valley experience to the region’s growing tech scene.

MSUN: Can you tell us about Hypernatural AI?

Hughes: We are in the Gen AI space, which is a very exciting place to be in the startup world. The rules of software are changing rapidly, and it’s exciting to be part of that transformation. The space has exploded in terms of quality and speed over the past two years. We’re working in the video space, but rather than just generating a single video clip, we provide a full editor interface to help users build longer videos.

We have over 1,000 paying subscribers who use our platform to generate videos. Some of them are self-published authors creating book trailers, others run bird-watching TikTok channels, and small businesses use it for promotional content. The platform is available as a web app at Hypernatural.ai, and we also have iPhone and Android versions. We see a lot of usage from the U.S. and U.K., as well as offshore markets like India, Indonesia, and Pakistan.

MSUN: How does Hypernatural AI’s subscription model work?

Hughes: The subscription plans are based on how many credits you use in our system. With the base plan, you can create a few videos a month, and higher-tier plans allow users to create hundreds of videos per month.

MSUN: Have you seen significant advancements in AI since you started?

Hughes: Absolutely. The models we use—over a dozen different ones from different providers—have gotten faster, better, and cheaper in a dramatic way.

When we started in 2023, the AI-generated videos were rough—things like distorted hands, weird-looking faces, or animals that didn’t quite look right were the norm. But now, the output is vastly improved. Every time these foundational AI companies release something new, we get to benefit from it, making Hypernatural faster and better.

MSUN: Since AI technology is evolving so rapidly, how do you keep up?

Hughes: We think the core interface of the product can stay relatively stable, but we’re always adjusting how we interact with the AI models.

For example, early AI models would hallucinate responses and generate weird results. That’s improving, but we still have to refine how we communicate with the models to ensure better accuracy. A major focus for us is simplifying the user experience.

MSUN: What’s next for Hypernatural AI?

Hughes: Our big focus right now is improving our conversion funnel. We need to double or triple the number of users who go from trying the product to becoming paying subscribers.

At the same time, we’re keeping up with advancements in AI while making Hypernatural easier to use. The goal is to remove friction in the user experience so that people can start creating great videos right away.

To learn more about Hypernatural AI, connect with the company here.