Bluesky, the open social network, is broadening its reach yet again beyond its main application. The latest development comes from Attie, Bluesky's experimental arm, which originally provided AI-driven tools for crafting personalized social feeds. Now, with enhanced creation tools, the goal is to empower regular users to build the sorts of interactive experiences that were once the domain of skilled developers. These user-generated games, websites, and other creations will operate on the same AT Protocol (atproto) that underpins Bluesky and other decentralized social platforms forming the decentralized social web, often called the Atmosphere. Bluesky CEO Toni Schneider announced these new Attie features in a conversation at Disrupt, describing it as, "We're adding a feature to our Attie product that allows you to build sites and social experiences again for a group of people. So think of it as… social vibe coding or vibe coding for your community."

Schneider, who previously served as CEO of Automattic and is a partner at True Ventures, had been steering the company temporarily after former CEO Jay Graber resigned in March to take on the role of chief innovation officer at Bluesky. Now, he's leading the company as it navigates the AI landscape. Attie serves as a space for Bluesky to experiment with AI-driven concepts like this one.

"Vibe coding right now is more of a solo, individual pursuit," Schneider noted. "What I'm aiming for is the ability to create collaboratively or for a group, and that's exactly what this product enables."

When users create with Attie, their work is linked to their atproto identity. Additionally, Attie will propose ideas for what users might want to build based on their public Bluesky profiles. To use Attie, individuals can either integrate their own AI models or opt for open-weight alternatives, and the resulting sites and games can reach Bluesky's broader user base, according to Bluesky COO Rose Wang. "Everyone is creating…But the key issue is: who will actually use what you've made, since we haven't cracked the distribution challenge," she remarked. "That's what sets Attie apart—it leverages Bluesky's distribution network, so it's not isolated."

Currently, that network boasts 47 million registered users, although engagement has dipped as some who tried it out have gone back to X. Beyond serving as a testbed for fresh concepts, Attie is part of Bluesky's broader strategy to boost activity on its platform by zeroing in on both developers and communities in the coming months. These efforts will get a significant lift from the protocol's upcoming support for private data, which Schneider described as the top request from developers. Private data is currently in alpha testing, with a full launch expected by year's end, he added. "There ought to be plenty of these enjoyable, intimate social experiences for your friends," Schneider said, highlighting the kinds of projects Attie will facilitate. "We don't always need to engage with the entire world at once."