China’s Moonshot AI, whose recently released Kimi K3 model stunned with performance close to American frontier systems, is seeking ambassadors to elevate its global influence. The Beijing-based start-up on Tuesday launched the “Kimi Ambassador Program”, aimed at “passionate Kimi users to build up communities and the future of AI”, according to its website. The move comes as Moonshot seeks to turn the growing attention around Kimi K3 into broader adoption among developers and creators. Unlike traditional software products, AI models often need users to adapt them to specific workflows, making external developers and communities an increasingly important channel for discovering new use cases. The application process reflects the type of users Moonshot hopes to attract.