BuzzFeed has announced a new AI-driven initiative with the launch of Branch Office, a spin-off introduced by co-founder and CEO Jonah Peretti at SXSW. The new venture will focus on consumer-facing applications designed to explore creativity, community, and connection through artificial intelligence.
The initiative builds on BuzzFeed’s prior experimentation with AI, with Bill Shouldis, Director of Product and founder of Branch Office, presenting early applications including BF Island and Conjure. These products incorporate AI-powered features such as image editing and guided content creation, alongside social and trend-driven experiences.
The launch comes as BuzzFeed continues to address financial challenges, including reported losses and liquidity concerns, while shifting strategic focus toward AI-powered products and studio IP. Initial audience reactions at SXSW indicated limited enthusiasm for the early-stage concepts.
