Bluesky expands AI push with Attie, a tool for creating custom feeds

The team behind Bluesky has introduced a new standalone product, shifting beyond traditional social networking into AI-powered tools. The latest release, called Attie, is not another social platform but an assistant that enables users to design their own algorithms, generate personalised feeds, and eventually create their own apps through natural-language interactions.

The tool was presented publicly for the first time at the Atmosphere conference over the weekend. Former CEO Jay Graber, now serving as chief innovation officer, alongside CTO Paul Frazee, demonstrated how the app works. Early access is being granted to conference attendees, who will act as the first group of beta testers.

Attie runs on Anthropic's Claude model and is built on Bluesky's underlying AT Protocol (ATProto), an open framework that powers the broader ecosystem of apps connected to Bluesky.

According to interim CEO Toni Schneider, the new product is separate from the main Bluesky application and represents the first major output from Graber's innovation-focused team. Unlike previous app features like Starter Packs and custom feeds, Attie is an independent platform that expands how users interact with social data.

With Attie, users can create custom feeds simply by typing instructions, similar to chatting with an AI assistant. Once users are logged in with their ATProto credentials, the system can infer user preferences from activity across the ecosystem. Because the protocol is open, Attie can access shared data across connected apps, allowing it to personalise results more effectively.

Users can ask Attie what type of content they might enjoy, which posts to engage with, or how to refine their feed. The goal is to eliminate the need for coding or technical setup, giving users direct control over how their content is curated and displayed.

Schneider described the tool as a step toward enabling more people to build within the Atmosphere ecosystem, emphasising that it lowers the barrier to entry for creating personalised social experiences. He also noted that while AI powers Attie, its design prioritises user benefit over platform control.

At launch, Attie focuses on creating and viewing custom feeds, which can later be accessed within Bluesky or other apps built on ATProto. Over time, the company plans to expand its capabilities, enabling users to "vibe-code" entire social applications and tools with simple natural-language instructions.

Attie's development began a few months ago, around the same time Jay Graber chose to shift her focus back to product development rather than executive leadership. According to Schneider, this move allowed her to dedicate more time to building new technologies, which aligns more closely with her strengths and interests.

Graber has also been vocal about her vision for AI within social platforms. She argues that many existing platforms use AI primarily to maximise engagement, collect data, and maintain control over algorithms. In contrast, she believes AI should empower users directly.

"We think AI should serve people, not platforms," Graber said when introducing Attie. She added that open protocols allow users to shape their own experience, build custom tools, and filter meaningful content from noise.

Alongside the product announcement, Bluesky confirmed that it secured $100 million in additional funding from a round completed last year. This funding provides the company with more than three years of operational runway, offering stability as it continues to expand its ecosystem.

The company also faces several ongoing challenges, including implementing stronger privacy controls within the protocol and developing sustainable monetisation strategies for its growing user base, which now exceeds 43 million.

Despite backing from investors in the cryptocurrency space, Schneider made it clear that Bluesky does not plan to integrate crypto features into its platform. He explained that those investors are primarily interested in decentralisation rather than cryptocurrency itself.

Instead, Bluesky is exploring alternative monetisation approaches, such as subscription models and hosting services for communities built on the protocol. The company has not yet decided whether Attie will eventually become a paid product, as it is currently in a limited beta phase.

Schneider, who previously served as CEO of Automattic, drew comparisons between Bluesky's vision and the ecosystem built around WordPress. He highlighted the potential for a decentralised network of interconnected apps and services to grow into a large, sustainable digital economy.

According to him, the goal is to create an open environment where independent developers and platforms can coexist, collaborate, and contribute to a broader ecosystem — much like WordPress, which now supports billions of dollars in annual economic activity.