BuzzFeed Branches Into AI with New Consumer Apps
Renowned for its popular quizzes and listicles, BuzzFeed is steering its course into the era of Artificial Intelligence (AI). This U.S-based media company, which has a history of award-winning journalism, is innovating itself by venturing into AI-based consumer apps. This was announced by BuzzFeed’s co-founder and CEO Jonah Peretti at the SXSW conference in Austin, Texas.
Introducing Branch Office
Peretti unveiled the company’s new media venture, a spin-off named Branch Office. The aim of Branch Office is to explore the potential of AI in crafting consumer-facing applications that foster creativity and connection. Peretti explained that this new company is a product of BuzzFeed’s years-long experiments with AI technology.
The New AI-Infused Apps
Under the umbrella of Branch Office, two new apps, namely BF Island and Conjure, were introduced by Bill Shouldis, a director of product at BuzzFeed and the founder of Branch Office. BF Island is a group chat platform, equipped with AI features for changing and editing photos. The other app, Conjure, encourages users to take daily photos of things other than themselves, guided by prompts.
BF Island: More Than Just an AI Toolset
While the AI toolset for photo editing in BF Island may not seem groundbreaking, the main attraction lies elsewhere. This app provides an in-app library of online trends and memes, curated by an editorial team. This library could spark users’ creativity, inspiring them to generate AI photos that reference fast-paced online trends and memes.
Conjure: A New Take on Daily Photo Apps
Conjure, on the other hand, is similar to BeReal — a once popular temporary photo app. However, Conjure distinguishes itself by guiding users to capture daily photos of things other than themselves. For instance, a photo prompt might ask, “What lies between the trees and the moon?,” leading users to snap a photo of the night sky. According to Shouldis, Conjure also incorporates AI as the app has an “AI spirit for a CEO.”
BuzzFeed’s Take on AI and Software
BuzzFeed’s foray into AI-based apps comes at a time when the media giant has shared doubts about its ability to continue as a business, after recording a net loss of $57.3 million last year. However, it remains committed to focusing on its Studio IP and new AI apps. Peretti believes that AI can lead to faster software development, facilitating companies to iterate more quickly and maintain user engagement. In his words, “In a way, software is the new content.”
However, it seems that BuzzFeed’s new apps have been met with skepticism. For instance, the audience at SXSW questioned how Conjure would tackle the retention problem that led to BeReal’s downfall. Shouldis maintained that Conjure would evolve and incorporate features like video, audio, and prototyping with Claude Code to build community.
Ultimately, the success of BuzzFeed’s AI venture will hinge not only on what AI can do but also on what users want to do with AI. Striking the right balance between these two aspects will be crucial for BuzzFeed’s future in the AI realm.
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