Bluesky Launches Attie AI App for Custom Feeds – and a New CEO in 2026

Bluesky is a decentralized social networking platform built on the AT Protocol, designed to give users more control over their online experience. In 2026, the company is making two bold moves that signal its next chapter: launching an AI-powered custom feed creation app called Attie and appointing a new CEO. These developments address both the promise and the pitfalls of building a better social media ecosystem.

What Is Attie? Bluesky's AI-Powered Custom Feed App

Attie is a standalone mobile app that allows users to create personalized social media feeds by typing natural language requests. For example, a user could type "Show me posts about indie game development with screenshots" and Attie will generate a feed that surfaces relevant content from across Bluesky. The app is built on the AT Protocol and uses Anthropic's Claude as its underlying AI model, according to a Gizmodo report.

Jay Graber, who stepped down from the CEO role to focus on product innovation, spearheaded Attie's development. The app represents Bluesky's first major product launch separate from its main social app. Unlike traditional algorithmic feeds that are controlled by the platform, Attie gives users the power to define their own curation rules. As WinBuzzer notes, this is a direct challenge to how other platforms deploy AI, putting personalization back into users' hands rather than keeping it behind opaque algorithms.

Feature	Attie AI Feeds	Traditional Platform Feeds
Control	User-defined via natural language	Platform-defined algorithms
Transparency	Prompts are visible and editable	Black-box ranking signals
Underlying AI	Anthropic Claude	Proprietary models (e.g., Meta, TikTok)
Scope	Bluesky content only	Entire platform content
Availability	Standalone app	Integrated into main app

Attie is currently available as a standalone app for iOS and Android, and Bluesky has indicated it may later integrate similar functionality into the main Bluesky app. The launch has generated buzz because it offers a fresh take on AI in social media—one that empowers users rather than optimizing for engagement metrics.

Leadership Change: Jay Graber Steps Aside, Toni Schneider Takes Over

On March 31, 2026, Bluesky announced that co-founder Jay Graber would step down as CEO to become Chief Innovation Officer, focusing on building new products. Toni Schneider, a former Automattic executive with deep experience in open-source and decentralized platforms, was named interim CEO. The news was first reported by The Verge.

Graber's transition to Chief Innovation Officer aligns with the launch of Attie, suggesting the company is doubling down on product innovation. Schneider, who has served on Bluesky's board, brings a pragmatic leadership style suited to scaling a growing platform. Bluesky's official blog later confirmed on July 10, 2026, that Toni Schneider has been named permanent CEO, signaling stability.

The leadership change comes at a critical time. Bluesky has attracted millions of users since its 2023 launch as a Twitter alternative, but it faces mounting pressure to grow sustainably while staying true to its decentralized roots. Schneider's background at Automattic—the company behind WordPress.com—is notable because Automattic has itself embraced the fediverse. In May 2026, WordPress.com added support for Bluesky, Mastodon, and the Fediverse to its RSS Reader, as announced on the WordPress.com blog.

Why These Moves Matter for Bluesky and Decentralized Social Media

Attie and the CEO transition are more than just product and personnel changes; they represent a strategic pivot. Bluesky set out to "fix social media" by decentralizing control, but as a Fast Company analysis points out, the platform is now encountering familiar problems: moderation challenges, spam, and user retention. Attie could be part of the solution by giving users more granular control over what they see, reducing the need for heavy-handed algorithmic curation.

By empowering users to define their own feeds, Bluesky is betting that AI can be a tool for liberation rather than manipulation. This approach contrasts sharply with platforms like X (formerly Twitter) or TikTok, where algorithms are opaque and optimized for engagement. Attie's use of Anthropic's Claude—a model known for safety and transparency—reinforces this philosophy.

However, the move also raises questions. Will custom feeds lead to echo chambers? Can AI interpret natural language accurately enough to deliver relevant content? Bluesky acknowledges these risks but believes user control is preferable to letting a single platform decide what people see.

The Challenges: Bluesky Encounters Familiar Social Media Problems

Despite its innovative foundation, Bluesky is not immune to the issues that plague all social networks. A CNBC report from June 2026 noted that Bluesky's popularity has waned compared to its initial surge, with many users returning to established platforms. The article positions Bluesky as "a Twitter rival that's less popular," highlighting the difficulty of sustaining growth in a competitive market.

Moderation remains a thorny issue. As the platform grows, so does the volume of harmful content. Bluesky's approach—giving users tools to curate their own experience rather than relying on a central moderation team—is innovative but places more burden on individuals. The AT Protocol's design helps, but it cannot eliminate toxic behavior entirely.

Spam and bots are also persistent problems. While Bluesky has taken steps to reduce automated content, the decentralized nature of the AT Protocol makes enforcements complicated. A GitHub proposal for permissioned data suggests the team is exploring ways to add access controls without sacrificing openness.

The Broader Bluesky Ecosystem: Third-Party Apps and Community Projects

One of Bluesky's strengths is its growing ecosystem of third-party apps built on the AT Protocol. For example, atradio.fm is a social internet radio platform that leverages Bluesky's infrastructure to create a unique listening experience. Similarly, Wax Spinner is a "now playing" social app designed for vinyl record collectors, allowing them to share their current spin with friends.

These projects demonstrate the versatility of the AT Protocol and the enthusiasm of the developer community. They also show that Bluesky's vision of a decentralized social web is gaining traction, even if the main app hasn't achieved mainstream dominance.

WordPress.com's integration of Bluesky into its Reader—alongside Mastodon and the Fediverse—is another sign of cross-platform interoperability. This move, announced in May 2026, allows WordPress users to follow Bluesky accounts directly from their dashboard, bridging the gap between traditional blogging and decentralized social media.

What's Next for Bluesky?

With Attie out in the wild and Toni Schneider at the helm, Bluesky is entering a new phase. The company must balance innovation with operational challenges. Attie could attract users who are tired of algorithm-driven feeds, but it also requires ongoing AI investment and user education.

Schneider's experience scaling open-source platforms will be valuable. Under his leadership, expect Bluesky to double down on developer tools, interoperability, and user sovereignty. The AT Protocol continues to evolve, and the team is actively seeking feedback on proposals like permissioned data.

Meanwhile, the community is vibrant. From radio apps to vinyl collectors, developers are finding creative uses for Bluesky's infrastructure. If Bluesky can maintain this momentum while addressing its growing pains, it could become the decentralized alternative it set out to be.

Conclusion

Bluesky's launch of Attie and its CEO transition are pivotal moments for the platform and for decentralized social media as a whole. Attie puts AI-powered feed curation in users' hands, while the leadership change signals a focus on sustainable growth. However, familiar problems—moderation, spam, user retention—remain. Whether Bluesky can overcome these challenges will determine if it truly "fixes" social media or simply offers a different flavor of the same issues.