Pixi Launches iPhone App That Brings Interactive AR Characters to Text Messages

Pixi is looking beyond stickers, GIFs, and emoji reactions by introducing what it believes is the next step in digital messaging: interactive augmented reality experiences.

The startup officially launched its messaging-focused iOS app on the App Store on Wednesday, allowing iPhone users to send AI-powered augmented-reality characters directly through iMessage. Instead of receiving static images or animations, recipients can view the characters through their iPhone camera, where they interact with the environment, respond to nearby people, and react in real time.

Although augmented reality itself is no longer a new concept, with companies like Snap offering AR lenses and filters for years, Pixi believes its technology stands apart by combining AR with on-device artificial intelligence. According to the company, this enables its virtual characters to understand their surroundings and behave accordingly. For example, a digital cat can react when a real dog enters the camera’s view. Pixi also says all visual and audio processing is performed directly on the device, helping preserve user privacy.

Founder Mark Drummond, who previously worked at DreamWorks Animation and Apple, said the app is designed to make digital conversations feel more personal and engaging. Rather than simply sending a birthday message, users can deliver interactive AR characters that create shared experiences, making conversations feel more like exchanging playful digital gifts than ordinary text messages.

“The consumer problem we’re solving is thinking of a friend when they’re not present,” Drummond explained. “Sometimes the psychology is called pebbling or creative gifting. You’re sharing tokens of affection, basically cards, e-cards, and gifts. That’s your dad, or, in some cases, your granddad’s media. We can do better. We can do something that’s digitally native and uses everything we’ve learned about AR on the iPhone.”

During a demonstration earlier this week, Drummond showcased one of the app’s virtual cat characters performing stand-up comedy on his desk. The character also appeared to respond to his facial expressions, ending the performance when it detected him smiling, highlighting its ability to recognise emotional cues.

At launch, Pixi offers users several interactive characters, including a robot, a cat, and an animated envelope that reacts to voices and playfully chases friends around the room. The app also includes simple multiplayer experiences such as tic-tac-toe and whack-a-mole.

Looking ahead, Pixi plans to grow beyond its initial character lineup by creating a marketplace where entertainment studios, consumer brands, and independent creators can publish their own interactive AR characters. The company believes the platform could support promotional campaigns for movie releases, product launches, and branded experiences, allowing companies to engage audiences in new ways.

Drummond also highlighted Alice in Wonderland as an example of an open intellectual property that could be adapted into the platform. He explained that an AI-powered Alice character should respond to objects on a user’s desk in ways that remain true to the character, demonstrating how branded personalities can naturally interact with the real world.

The company also plans to let users design and customise their own AI characters in the future.

“Part of our plan is to open up those generative AI capabilities to our users, so they can simply describe the type of character they want,” Drummond said. “Someone might ask for a blue blob that growls, chases their friend around the room, and playfully threatens them.”

To send a Pixi character, users download the iOS app and access it through iMessage by tapping the plus icon inside a conversation. Recipients do not need to install the app to receive and experience the AR messages.

Initially, Pixi supports iPhone 11 models and newer, though the company says Android devices and messaging platforms such as WhatsApp and Instagram are planned for future expansion.

While the app is free to use, brands can choose to sell premium characters.

“We’re going to encourage people to make them free because users effectively become brand ambassadors,” Drummond said. “They’re using your characters to tell their own stories.”