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BuzzFeed debuts AI slop apps in bid for new revenue

BuzzFeed, the U.S.-based media company known best for its quizzes, listicles, and, for a time, a Pulitzer Prize-winning journalism division, is reinventing itself for the AI era. At least, that’s the pitch.

At the SXSW conference in Austin, BuzzFeed co-founder and CEO Jonah Peretti introduced the company’s next media foray: a spin-off called Branch Office, which will explore artificial intelligence in consumer-facing apps designed for creativity and connection.

The new company is an extension of the experiments BuzzFeed has run for years using AI technology, Peretti explained, in a halting presentation that began with slideshow glitches, before moving on to app demos met with silence or a polite tittering.

“We’ve been working on this secretly for over a year, and we’ve learned a lot from the BuzzFeed platform about what is coming with new kinds of AI formats,” Peretti said. “Using AI is the way of connecting people, building community around these pillars of culture, and taste, and community.”

Bill Shouldis, a director of product at BuzzFeed and the founder of Branch Office, presented two of the company’s new apps: BF Island and Conjure.

The first product, BF Island, is a group chat platform offering features for changing and editing photos using AI. This is not exactly groundbreaking tech in and of itself, but that’s not the point.

Image Credits:SXSW (opens in a new window)

The key feature here is not the AI toolset but the in-app library of online trends and memes, created by an editorial team, which could inspire users to create AI photos referencing blink-and-you-miss-it trends like the McDonald’s CEO taste-testing a burger or the “frame-mogging” drama. (If you don’t know what these are, you’re probably not the “very online” audience that’s being targeted.)

Image Credits:SXSW (opens in a new window)

The other app, Conjure, is similar to BeReal — the once-a-day temporary photo app — except that it instead appears to guide users to take daily photos of things besides themselves. (As a reminder, BeReal didn’t stick, ultimately exiting to Voodoo after losing traction.) In the demo, for instance, the photo prompt was “What lies between the trees and the moon?,” leading the users to snap a photo of the night sky. A series of spooky images flashed on the screen, followed by a whispered, “What will you conjure?”

Image Credits:SXSW (opens in a new window)

We don’t get it, and clearly the audience didn’t either. After the demo, a lone cough could be heard among the silence, followed by uncomfortable laughter.

Shouldis then noted that AI is involved in Conjure, too, as the app has an “AI spirit for a CEO.” (Again, what?)

Peretti also introduced Quiz Party, a social app that lets you take BuzzFeed quizzes with friends and share your results.

BuzzFeed’s underwhelming presentation comes only days after the media company shared that it has “substantial doubt” about its ability to continue as a business and was engaging in strategic conversations focused on fixing its liquidity challenges. The company, which had a net loss of $57.3 million last year, said it would focus this year on its Studio IP and new AI apps, like these.

But even the tech-forward audience at SXSW was not convinced.

As one person pointed out during the Q&A session after the presentation, BeReal had struggled to get people to come back after the novelty wore off. What would an app like Conjure do to combat the same sort of retention problem?

Shouldis said that the app would evolve “and have different types of things happening and not just be exactly what it is today.” He referenced the potential to integrate things like video, audio, and prototyping with Claude Code to build community.

The premise behind the new apps is not unreasonable: AI can lead to faster software development, which makes it possible for companies to more quickly iterate and keep people engaged.

“In a way, software is the new content,” Peretti noted.

Of course, before you can iterate, you have to attract users. With its new apps, BuzzFeed seems to have thought more about what AI can do than what people want to do with AI, which is not a recipe for success.

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Are AI tokens the new signing bonus or just a cost of doing business?

This week, a topic that has been boomeranging around Silicon Valley bounced into the spotlight: AI tokens as compensation. The idea is straightforward enough — rather than giving engineers only salary, equity, and bonuses, companies would also hand them a budget of AI tokens, the computational units that power tools like Claude, ChatGPT, and Gemini. Spend them to run agents, automate tasks, crank through code. The pitch is that access to more compute makes engineers more productive, and that more productive engineers are worth more. It’s an investment in the person holding them, is the idea.

Jensen Huang, the leather-jacket-wearing CEO of Nvidia, seemed to capture everyone’s imagination when he floated the notion at the company’s annual GTC event earlier this week that engineers should receive roughly half their base salary again — in tokens. His top people, by his math, might burn through $250,000 a year in AI compute. He called it a recruiting tool and predicted it would become standard across Silicon Valley.

It isn’t entirely clear where the idea was first, well, ideated. Tomasz Tunguz, a renowned VC in the Bay Area who runs Theory Ventures and focuses on AI, data, and SaaS startups — and whose writing on all things data has garnered a loyal following over the years — was talking about this in mid-February, writing that tech startups were already adding inference costs as a “fourth component to engineering compensation.” Using data from the compensation tracking site Levels.fyi, he put a top-quartile software engineer salary at $375,000. Add $100,000 in tokens and you’re at $475,000 fully loaded — meaning roughly one dollar in five is now compute.

That’s no coincidence. Agentic AI has been taking off, and the release of OpenClaw in late January accelerated the conversation considerably. OpenClaw is an open-source AI assistant designed to run continuously — churning through tasks, spawning sub-agents, and working through a to-do list while its user sleeps. It’s part of a broader shift toward “agentic” AI, meaning systems that don’t just respond to prompts but take sequences of actions autonomously over time.

The practical consequence is that token consumption has exploded. Where someone writing an essay might use 10,000 tokens in an afternoon, an engineer running a swarm of agents can blow through millions in a day — automatically, in the background, without typing a word.

By this weekend, the New York Times had put together a smart look at the so-called tokenmaxxing trend, finding that engineers at companies including Meta and OpenAI are competing on internal leaderboards that track token consumption. Generous token budgets are quietly becoming a standard job perk, the paper reported, the way dental insurance or free lunch once was. One Ericsson engineer in Stockholm told the Times he probably spends more on Claude than he earns in salary, though his employer picks up the tab.

Maybe tokens really will become the fourth pillar of engineering compensation. But engineers might want to hold the line before embracing this as a straightforward win. More tokens may mean more power in the short term, but given how fast things are evolving, it doesn’t necessarily mean more job security. For one thing, a large token allotment comes with large expectations. If a company is effectively funding a second engineer’s worth of compute on your behalf, the implicit pressure is to produce at twice the rate (or more).

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And there’s a muddier problem underneath that: at the point where a company’s token spend per employee approaches or exceeds that employee’s salary, the financial logic of headcount starts to look different to its finance team. If the compute is doing the work, the question of how many humans need to be coordinating it becomes harder to avoid.

Jamaal Glenn, an East Coast-based Stanford MBA and former VC turned financial services CFO, similarly points out that what may seem like a perk can be a clever way for companies to inflate the apparent value of a compensation package without increasing cash or equity — the things that actually compound for an employee over time. Your token budget doesn’t vest. It doesn’t appreciate. It doesn’t show up in your next offer negotiation the way a base salary or equity grant does. If companies successfully normalize tokens as pay, they may find it easier to keep cash comp flat while pointing to a growing compute allowance as evidence of investment in their people.

That’s a good deal for the company. Whether it’s a good deal for the engineer depends on questions most engineers don’t yet have enough information to answer.

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Amazon working on new smartphone with Alexa at its core, report says

Looks like Amazon’s getting back into the smartphone game. More than 11 years after the e-commerce giant pulled the plug on its failed first effort, the Fire Phone, the company is now developing a new smartphone codenamed “Transformer,” Reuters reported, citing anonymous sources.

The device is being developed by the company’s Devices and Services division, and it would feature personalized features that would make it easier to use Amazon’s suite of apps, including Amazon Shopping, Prime Video, and Prime Music, the report said.

The smartphone would also support Alexa, the smart home assistant that Amazon has been investing heavily in, adding AI chops and expanding support to work with most of the company’s devices. AI features are said to be a big focus for the smartphone, which is being seen internally as a way to encourage Amazon customers to use its AI products, Reuters reported.

The smartphone is said to be developed by a relatively new unit within the Devices division called ZeroOne, which is led by J Allard, a former Microsoft executive who helped create the Xbox.

The news comes as Amazon has been going all-in on AI, investing $50 billion into OpenAI recently, and projecting $200 billion in capital expenditures toward its AI, chips, and robotics efforts in 2026.

The company spent more than a year revamping its Alexa assistant with generative AI features, finally launching it this February as Alexa+. The assistant keeps its smart home chops, and can now do most things that other AI chatbots can — like planning an itinerary for a trip, updating a shared calendar, finding and saving recipes to a library, making movie recommendations, helping with homework, exploring a topic, and more.

Amazon declined to comment.

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Cyberattack on vehicle breathalyzer company leaves drivers stranded across the US

A cyberattack on a U.S. vehicle breathalyzer company has left drivers across the United States stranded and unable to start their vehicles.

The company, Intoxalock, says on its website that it is “currently experiencing downtime” after a cyberattack on March 14. Intoxalock sells breathalyzer devices that fit into vehicle ignition switches, and is used by people who are required to provide a negative alcohol breath sample to start their car.

Intoxalock spokesperson Rachael Larson confirmed to TechCrunch that the company had been hit by a cyberattack. Larson said the company took steps to “temporarily pause some of our systems as a precautionary measure.”

These breathalyzer devices need to be calibrated every few months or so, but the cyberattack has left Intoxalock unable to perform these calibrations. The company said customers whose devices require calibration may experience delays starting their vehicles.

Drivers posting on Reddit say that cars are unable to start if they miss a calibration, effectively locking drivers out of their vehicles.

According to local news reports across Maine, drivers are experiencing lockouts and some have been unable to start their vehicles. One auto shop in Middleboro told WCVB 5 in Boston that it has had cars parked in its lot all week due to the cyberattack.

News reports from across the United States show drivers are affected from New York to Minnesota, and drivers have been unable to drive because their vehicle-based breathalyzers cannot be immediately calibrated.

Intoxalock would not say what kind of cyberattack it was experiencing, such as ransomware or if there was a data breach, or whether it had received any communications from the hackers, including any ransom demands. The company’s technology is used in 46 states, its website says, and it claims to provide services to 150,000 drivers every year.

Intoxalock did not provide an estimated timeline for its recovery.

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