BuzzFeed, known for its many quirky quizzes of the 2010s, has launched a company called Branch Office, an independent spinoff built to rethink how people connect on the internet in the age of AI.
BuzzFeed founder and CEO Jonah Peretti and Branch Office founder Bill Shouldis announced at South by Southwest in Austin, Texas, that the team has been developing a slate of experimental apps in secret, with the first two launching now and more on the way this year. The project grew out of years of BuzzFeed AI experiments, from strange little games to chaotic chatbots, where the company began to see a different path for the technology. Instead of using AI to flood the internet with more content or trap people inside algorithmic feeds, the idea was to build new types of social experiences that help people create things together and connect with their friends.
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