Eric Schmidt, the former CEO of Google and one of the most prominent figures in the tech industry, has quietly embarked on a new venture in the realm of artificial intelligence. According to a report by Forbes, Schmidt has secretly launched a startup called Hooglee, aimed at disrupting the AI-driven video generation and social media market. The project, which has been under development for over a year, aspires to “democratize video creation with AI.” Insiders familiar with the initiative have even described it as a potential competitor to TikTok, a bold claim given the platform’s global dominance.
Hooglee’s Vision and Operations
Hooglee is being financed through Schmidt’s family office, Hillspire, which is also providing office space for the startup. Despite its high-profile backing, Hooglee has maintained a low profile, with its official website consisting of a simple landing page. The site refrains from mentioning Schmidt or the core team and instead highlights a mission to “create innovative solutions that bring people together, simplify communication, and increase engagement.”
The startup’s leadership includes Schmidt’s longtime collaborator Sebastian Thrun, a veteran technologist known for co-founding Google X and the autonomous vehicle company Waymo. Thrun also spearheaded Schmidt’s secretive military project, Project Eagle, further cementing their professional relationship.
Hooglee has also attracted top-tier talent from the tech world, including former researchers from Meta and experts in artificial intelligence. Among them is Bichen Wu, a trailblazer in text-based video generation who previously founded a startup in the same domain. Business documents reveal that Wu and his team officially joined Hooglee in October 2024, signaling the company’s growing focus on leveraging cutting-edge AI technologies.
The Product: A TikTok Competitor in the Making?
While Hooglee’s exact product remains shrouded in mystery, sources suggest it will combine AI-powered video creation with elements of a social network. This hybrid approach could position the startup as a unique alternative to existing platforms like TikTok, although the specifics of its differentiation remain unclear.
Schmidt has long expressed a fascination with competing against TikTok. In a lecture at Stanford University in 2023, he encouraged students to use large language models (LLMs) to replicate TikTok’s functionality. “Tell your LLM: make me a copy of TikTok, copy all the users, music, and preferences, run the app, and if it doesn’t go viral in an hour, try something else,” Schmidt quipped. Hooglee may well be the realization of this vision.
Schmidt’s Expanding AI Interests
Hooglee marks Schmidt’s first AI project developed from the ground up, although he has invested heavily in the sector. His portfolio includes stakes in companies such as Anthropic and SandboxAQ, and he has funded initiatives like the OpenAI grant program and FutureHouse, a nonprofit focused on AI research.
Schmidt’s enthusiasm for artificial intelligence extends beyond its commercial potential. He has often spoken about the transformative power of AI but also acknowledged its risks. In particular, he has voiced concerns about deepfakes, warning about their potential to incite violence. Reflecting on his time overseeing YouTube, Schmidt remarked, “No one cares about what is written in the text, but the video can cause violence.”
To mitigate such risks, Schmidt has advocated for the use of watermarks and AI content detection systems. However, it remains unclear whether Hooglee will incorporate these safeguards into its platform.
Navigating a Competitive Landscape
Hooglee enters a market teeming with established players. ByteDance, TikTok’s parent company, recently launched an AI video generation app in China called Jimeng AI, while tech giants like Meta, Google, and Adobe have unveiled their own AI-driven video creation tools. Additionally, specialized firms such as Runway and OpenAI are actively advancing in this space. Despite this competitive environment, Hooglee’s unique blend of AI innovation and social networking ambitions could carve out a niche.
Hooglee and Schmidt’s Broader Influence
Schmidt’s foray into AI comes at a time when he is wielding increasing influence in Silicon Valley and Washington, D.C., particularly in shaping AI policy. His close ties to political leaders, including newly elected U.S. President Donald Trump, have drawn significant attention. Analysts speculate that Hooglee could be a key component of Schmidt’s broader vision to develop AI-powered communication tools capable of transforming entire industries.
The Road Ahead
While Hooglee’s product remains under wraps, trademark filings indicate plans to create AI video generation software and a social media platform. If successful, Hooglee could redefine how users engage with video content and social platforms, challenging established norms and potentially reshaping the digital landscape.
As Schmidt’s venture continues to develop, the tech world eagerly awaits more details about Hooglee’s offerings and its strategy to compete in a crowded and rapidly evolving market. For now, the startup stands as a testament to Schmidt’s enduring ambition to push the boundaries of technology.
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