BuzzFeed unveils AI-powered social apps at SXSW

BuzzFeed, the American digital media company, has introduced a series of artificial intelligence-driven social applications as part of a broader effort to reshape its business model, unveiling the products at the SXSW conference in Austin, Texas.

The company’s co-founder and CEO, Jonah Peretti, presented the initiative as a step towards adapting to the changing media landscape, announcing a new spin-off venture called Branch Office that will focus on consumer-facing AI products centred on creativity and online interaction.

The move follows several years of experimentation with AI at BuzzFeed, which has sought to integrate emerging technologies into its content and product offerings. During the presentation, company representatives demonstrated a set of new applications aimed at encouraging user engagement through AI-generated content and social interaction.

One of the applications, known as BF Island, is designed as a group chat platform that incorporates AI-based image editing tools. The app also features a curated library of internet trends and memes, intended to guide users in creating content that reflects rapidly evolving online culture.

A second application, Conjure, encourages users to take daily photographs based on prompts generated within the app. The format differs from earlier social media platforms such as BeReal by focusing less on self-portraits and more on abstract or thematic imagery. Company representatives said AI plays a role in shaping the experience, including elements described as guiding the app’s creative direction.

BuzzFeed also introduced Quiz Party, a social application that allows users to participate in quizzes collaboratively and share results with friends, building on one of the company’s longstanding content formats.

The announcement comes at a challenging time for BuzzFeed, which recently indicated uncertainty about its financial position and said it was exploring strategic options to address liquidity concerns. The company reported a net loss of $57.3 million last year and has said it intends to prioritise investment in intellectual property development and AI-driven products.