BuzzFeed's New AI Apps Met with Skepticism at SXSW

Demos for BF Island and Conjure apps received lukewarm response from audience.

Mar. 17, 2026 at 11:50pm

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BuzzFeed's recent announcement of two new AI-powered apps, BF Island and Conjure, was met with an underwhelming reaction at this year's SXSW conference in Austin, Texas. The demos for the apps, which aim to capitalize on AI-generated content and community engagement, were described as landing with a "wet thud" as the audience appeared confused and unimpressed, responding with "uncomfortable laughter" after the presentations.

Why it matters

BuzzFeed's pivot towards AI-driven content comes as the company struggles with financial challenges, reporting substantial doubts about its ability to continue operations. The poor reception of its new AI apps at SXSW raises questions about whether the company's strategy of doubling down on AI will resonate with users and help it regain relevance in the face of its ongoing liquidity issues.

The details

BuzzFeed's new apps, BF Island and Conjure, are part of the company's consumer-facing spin-off called Branch Office. BF Island is described as an "instant AI slop generator based on current memes," while Conjure is a "group chat built around an AI image editor" that challenges users to take photos based on daily riddle-like prompts. However, the demos for these apps were met with confusion and disinterest from the SXSW audience, with one TechCrunch reporter noting that "a lone cough could be heard among the silence, followed by uncomfortable laughter" after the presentations.

  • BuzzFeed CEO Jonah Peretti first announced the company was doubling down on AI around 3 years ago.
  • BuzzFeed reported a net loss of $57.3 million for 2025, raising substantial doubts about the company's ability to continue operations.

The players

Jonah Peretti

The CEO of BuzzFeed who announced the company's pivot towards AI around 3 years ago.

BuzzFeed

The media company that is struggling with financial challenges and is attempting to reinvent itself through AI-powered apps.

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What they’re saying

“We don't get it, and clearly the audience didn't either.”

— Sarah Perez, TechCrunch reporter (TechCrunch)

“When you don't have a vision for the content, you get a feed of slop. The value has moved — it's about community, culture, and taste.”

— Jonah Peretti (TechCrunch)

The takeaway

BuzzFeed's attempt to reinvent itself through AI-powered apps has so far failed to impress, with the lukewarm reception at SXSW highlighting the company's ongoing struggle to regain relevance and address its financial challenges. The company's continued focus on AI-driven content generation raises doubts about whether it can effectively connect with users and build a sustainable business model.