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Zero-shot talking avatar generation aims at synthesizing natural talking videos from speech and a single portrait image. Previous methods have relied on domain-specific heuristics such as warping-based motion representation and 3D Morphable Models, which limit the naturalness and diversity of the generated avatars. In this work, we introduce GAIA (Generative AI for Avatar), which eliminates the domain priors in talking avatar generation. In light of the observation that the speech only drives the motion of the avatar while the appearance of the avatar and the background typically remain the same throughout the entire video, we divide our approach into two stages: 1) disentangling each frame into motion and appearance representations; 2) generating motion sequences conditioned on the speech and reference portrait image. We collect a large-scale high-quality talking avatar dataset and train the model on it with different scales (up to 2B parameters). Experimental results verify the superiority, scalability, and flexibility of GAIA as 1) the resulting model beats previous baseline models in terms of naturalness, diversity, lip-sync quality, and visual quality; 2) the framework is scalable since larger models yield better results; 3) it is general and enables different applications like controllable talking avatar generation and text-instructed avatar generation.