Bluesky's Attie Now Lets Anyone Build Sites and Games on AT Protocol

Bluesky turned its Attie experiment into an open creation tool at TechCrunch Disrupt on Thursday, letting any user build websites, quizzes, games, polls and other interactive experiences without writing code. The products run on the same AT Protocol that powers Bluesky itself, and creators can plug them straight into a network of 47 million registered users.

That distribution angle is the real story here. Attie doesn't launch as a standalone site builder — every project ships with Bluesky's audience attached.

What does Attie actually do?

Attie started as Bluesky's playground for AI-powered custom social feeds. The expansion, announced during an on-stage interview, pushes it toward general creation. The pitch: everyday users can now build the kinds of experiences that previously required a software developer.

"We're adding a feature to our Attie product that allows you to build sites and social experiences again for a group of people," CEO Toni Schneider said. "So think of it as… social vibe coding or vibe coding for your community."

The mechanics are concrete. Builders connect to their existing atproto identity, and Attie suggests project ideas based on their public Bluesky profiles. Users can bring their own AI model or pick open-weight options, so the tool doesn't lock anyone into one provider.

Schneider, a former CEO of Automattic and partner at True Ventures, took the top job after leading on an interim basis. Jay Graber stepped down as CEO in March and moved into a chief innovation officer role. The takeaway: Attie is Schneider's first big swing at steering Bluesky into the AI era.

Why is distribution the selling point?

Plenty of AI tools let people build things. Fewer solve the problem of anyone actually seeing them. COO Rose Wang made that gap explicit.

"Everybody is building… But the big question is: who's using the thing you're building, because we haven't solved that problem with distribution," Wang said. "This is what makes Attie so interesting is that it comes with the Bluesky distribution, so it doesn't stand alone."

That 47 million user figure comes with an asterisk. The network has seen engagement decline, with some users who tried it drifting back to X. So the distribution Attie promises is real but not guaranteed to hold — creators should weigh reach claims against that softening activity before committing time to the platform.

What's next for the protocol?

Private data support is coming. Schneider called it the biggest request from developers, and it's now in alpha testing with a planned rollout by the end of the year. Private data would let developers build experiences that don't broadcast everything publicly, which matters for anything community-oriented.

Attie also fits a broader strategy: Bluesky plans to court developers and communities over the coming months, using both the creation tool and the protocol upgrades as bait. Schneider sketched the ambition in small-scale terms. "There should be lots and lots of these fun, small social experiences for your friends," he said. "We don't all have to go communicate with the entire world all the time."

In plain terms, Bluesky is betting that the next wave of social activity looks less like one giant feed and more like tiny, AI-built spaces — and it wants to own the rails underneath them.