MasterClass On Call Offers On-Demand Access to AI Versions of Its Experts

MasterClass, the company renowned for attracting a massive audience with its pre-recorded video lessons, has recently had a major brainstorm and is now stepping into bold new territory. The company is expanding its business offerings with a fresh concept, aiming to provide on-demand coaching from some of the world’s most sought-after celebrity instructors. But how do you get the busiest stars to take time out of their hectic schedules to respond to our questions? The solution has arrived — enter generative AI!

The Debut of On Call: A Revolutionary Experience

On Wednesday, MasterClass pulled off a spectacular reveal with the launch of *On Call*, an exciting new feature in the form of a web and iOS application designed for anyone eager to learn. This app serves as a golden ticket to the world of knowledge, allowing users to engage in conversations with AI-powered versions of expert instructors. To kick things off, On Call introduced two high-profile experts: Chris Voss, the former FBI hostage negotiator, and Dr. Matt Walker, a neuroscientist from UC Berkeley. Imagine being able to have a “virtual chat” with these industry titans — sounds amazing, doesn’t it? But this is just the start. MasterClass has promised even more star instructors will join the platform in the coming months, including renowned figures like celebrity chef Gordon Ramsay, billionaire businessman Mark Cuban, science communicator Bill Nye, and cultural icon LeVar Burton, all offering their wealth of knowledge to users.

What Makes On Call So Impressive? And How Does the Subscription Work?

MasterClass CEO David Rogier couldn’t resist bragging on X (formerly Twitter), stating, “Our On Call AI isn’t just a typical chatbot pulling random info off the internet. We’ve created this platform through deep collaborations with experts, using proprietary data — unpublished notes, exclusive research, recorded lessons, private emails, and secret tips that never leave the experts' desks. It's all part of the experience.” Sounds impressive, right?

However, while the concept is grand, the reality doesn’t quite match the glossy marketing. Inc.magazine reports that although MasterClass has signed formal agreements with each On Call instructor to license their voice and expertise, the AI-generated interactions in the early demos don't live up to the polished promotional material. Take Chris Voss’s AI version, for example — the voice sounds mechanical, stiff, and lacks the smooth natural flow of a real conversation, making it fall short of capturing his signature charm.

Subscription Model: A Fresh Approach

On Call is a standalone offering, priced separately from MasterClass’s regular subscription. If you're eager to try out this innovative learning experience, it will set you back $10 per month. Alternatively, you can pay $84 for a full year. While it’s not exactly cheap, whether it’s worth the cost depends on how much you value the opportunity to engage with world-class experts and gain insights from them at your fingertips.