Since its public launch in 2024, Bluesky has positioned itself as an alternative to larger social media platforms like X and Facebook. As seemingly every technology company searches for new ways to integrate artificial intelligence, Bluesky COO Rose Wang agues that AI is causing many social media platforms to lose sight of their original purpose.
Bluesky COO Rose Wang at VidCon 2025 – Brett Melnick, YouTube
Speaking at SXSW London, Wang noted that Bluesky is still developing. She believes that gives the platform an advantage in adapting to its users’ needs. “Facebook and Twitter are huge, and they have tons of users, so for them to turn the shift is really difficult,” she said. “Also, they’re basically AI companies at this point.” She later added that Bluesky as a company believes that “AI is not that interesting.”
Her comments help reinforce Bluesky’s image as an alternative to larger social media platforms. Yet they also arrive at an awkward moment, as Bluesky is simultaneously introducing new AI-related features of its own.
Bluesky Says AI Should Empower Users
Throughout the conversation, Wang emphasized that Bluesky wants to help users “determine what information is out there and what information they want to take away from their own communities, rather than relying on billionaires to make that decision.”
She suggested that one of the hurdles users on other platforms face is identifying what is created by humans as opposed to AI agents.
“And right now, people are using AI to create content, and then they’re also using it to build apps,” Wang said. “So, I think it’s really important for me to say that Bluesky, the company, we actually very much believe that AI is not that interesting in terms of being used to create content, but we think it’s really interesting in terms of leveling the playing field for builders.”
For Bluesky, the message is clear: the company wants to be viewed as a social media platform first and an AI company second.
Bluesky Is Still Building AI Tools
The problem is that Bluesky is not actually avoiding AI.
Earlier this year, Bluesky introduced Attie, an AI-powered assistant designed to help users create custom feeds and algorithms through natural-language prompts. The company has framed the tool as a way to give users more control over what they see online rather than relying on platform-controlled recommendation systems.
Bluesky CEO Jay Graber – NBC News, YouTube
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In other words, Bluesky is not rejecting AI. It is simply trying to deploy the technology differently than its competitors.
That distinction matters. While Wang argued that AI-generated content is “not that interesting,” Bluesky is clearly investing in AI-powered tools of its own. The company’s position is not that AI lacks value, but that it should be used to give users more control over their online experience. Whether that message is landing clearly with users is another question.
The Debate Is Really About Control
Ultimately, the episode highlights a growing reality across the tech industry. Even companies that criticize AI hype ultimately find themselves adopting AI tools.
Bluesky may insist that AI is not particularly interesting. But if the platform is creating new AI options for users, it clearly considers the technology important enough to address.
Bluesky COO Rose Wang – WRAL, YouTube
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The real question is not whether social media companies will embrace AI. That debate appears settled. The real question is whether users see a meaningful difference between an AI company and a social media company that increasingly relies on AI.
Do you think that Bluesky’s use of AI is meaningfully different from other social media platforms? Let us know in the comments!
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