BuzzFeed, the popular media site known for its celebrity news and quizzes, has announced its plans to develop a new social media platform, marking a significant shift in its strategy to counter the current negativity on the internet. The news was first reported by Semafor earlier this week.

While details about the new platform are scarce, BuzzFeed has revealed that it will focus on interactive storytelling and new content formats, with AI tools playing a key role in encouraging "self-expression" and "connection." The platform will be human-curated, leveraging existing large language models (LLMs) used for specific "creative" purposes. Notably, BuzzFeed already incorporates OpenAI's technology into its quizzes and games.

When asked about the platform's availability across web, mobile web, native apps, or all of the above, BuzzFeed declined to provide clarification. However, users can now join a waitlist to participate in the testing phase, which will help the company develop a finished product based on user feedback. A launch date and official name for the platform have yet to be announced, although speculation suggests it could be called "Island" based on the logo and new landing page.

BuzzFeed's decision to create its own social media platform stems from its founder and CEO Jonah Peretti's frustration with the current state of the internet. In a manifesto published alongside the announcement, Peretti criticizes big tech companies like TikTok and Meta for prioritizing addictive, AI-driven algorithms over human curation, which he believes manipulate consumer behavior for profit rather than user benefit.

Peretti argues that BuzzFeed's new platform will use AI "to give users agency instead of stealing their agency," although the exact meaning of this statement remains unclear. He envisions the platform as a refuge from the algorithm-driven gloom, where users can find curated content that promotes a sense of humor and counters misinformation.

This move is not BuzzFeed's first attempt to leverage its content to sustain other endeavors. The company's previous efforts, such as BuzzFeed News, have not been successful, with the latter shutting down in 2023. However, BuzzFeed's new platform marks a significant shift in its strategy, acknowledging the need for a collective effort to transform the social media landscape.

It's worth noting that BuzzFeed is not the first company to attempt to address the darker aspects of social media. Several apps, including Communia, Daylyy, and Weare8, have emerged with similar goals of restoring a positive atmosphere within the digital zeitgeist. The reality is that social media fuels negativity, and it would require a collective effort across all social media platforms to achieve a transformation.

As the social media landscape continues to evolve, BuzzFeed's new platform will be closely watched for its potential to provide a refreshing alternative to mainstream platforms. Whether it can succeed in its mission to counter online negativity remains to be seen, but the move marks a significant step towards reimagining the role of social media in our lives.