BuzzFeed Launches Branch Office to Reinvent Digital Connection With Three New AI Social Apps

BuzzFeed, Inc. officially launched Branch Office during the SXSW conference in Austin, Texas, on March 13, 2026. This independent spinoff company is tasked with developing a slate of mobile applications designed to reinvent how people connect online. Led by founder Bill Shouldis, the venture operates with a mandate to move faster than traditional media organizations while utilizing artificial intelligence as a creative medium rather than a replacement for human input.

The debut lineup includes three distinct apps: Conjure, BF Island, and Quiz Party. Conjure acts as a daily ritual where users photograph subjects requested by a mysterious AI entity, building a unique digital lore. BF Island focuses on private group chats, providing a collaborative space for friends to create visual memes without the pressure of public algorithms. Quiz Party modernizes the classic BuzzFeed quiz by allowing groups to take tests together and interact in real time.

CEO Jonah Peretti described the initiative as a necessary response to an era of infinite fake news and personalization bubbles. The company has adopted a philosophy inspired by Nintendo, focusing on lateral thinking with existing technology. Instead of competing with big tech to build foundational models, Branch Office aims to find fun, social ways to apply current AI tools to foster genuine human relationships.

This strategic shift comes at a high stakes moment for the parent company. BuzzFeed recently reported significant financial losses for 2025 and is facing potential delisting from the Nasdaq. By launching standalone software, the organization hopes to reduce its reliance on external social media platforms that have historically controlled its distribution and revenue streams.

For more information on the new products, users can visit the official Branch Office website or explore the individual landing pages for Conjure and BF Island. The company plans to release additional applications throughout the year as part of its ongoing experimentation in the AI space.