Bluesky just dropped something that could seriously change how we think about social media algorithms. The company unveiled Attie, an AI assistant that lets you create custom feeds and design your own algorithm without touching a single line of code. If that sounds wild, that’s because it kind of is.

Attie was officially unveiled at the Atmosphere conference this past weekend by Jay Graber, Bluesky’s former CEO who’s now chief innovation officer, and Paul Frazee, the company’s CTO. The app runs on Anthropic’s Claude AI under the hood and is built on Bluesky’s underlying protocol, the AT Protocol (atproto). Here’s the thing that makes it different from what Bluesky has done before: Attie is a completely standalone product, not just another feature inside the main app.

So how does it actually work? You just chat with Attie like you’d chat with any other AI chatbot. Want a feed about tech news? Ask Attie to build one. Interested in posts from Bay Area activists and climate advocates? Describe what you want, and Attie creates it for you. Because Bluesky operates as an open system where data flows across different apps, Attie can actually understand your interests and what you’ve been discussing. When you sign in with your Atmosphere login (which is basically your login for any app built on atproto), Attie immediately gets the context it needs to help you.

Interim CEO Toni Schneider, who’s also a partner at Bluesky backer True Ventures, emphasized that this is a people-focused AI product. “You control it, you shape it, without having to write code”, Schneider explained. The whole idea is to give regular users the power to build things on top of the Atmosphere without needing technical skills.

For now, Attie is in private beta and available to folks who attended the Atmosphere conference. Eventually, the feeds you create will work inside Bluesky and other atproto apps. But the long-term vision is even bigger, Graber’s team wants users to eventually be able to build their own custom social apps using Attie, all without writing code.

This move reflects a bigger philosophy at Bluesky. Graber has been vocal about how AI is being weaponized by major platforms to keep you scrolling and harvest your data. “We think AI should serve people, not platforms”, she said when announcing Attie. With an open protocol, that power shifts to you.

The timing is solid too. Bluesky just landed $100 million in Series B funding, which means the company has over three years of runway to keep building. That stability matters for the whole ecosystem. Right now, Schneider says monetization hasn’t been totally figured out, Attie might eventually require a fee, or Bluesky might pivot to subscriptions and hosting services instead. Either way, he wants you to know one thing: crypto integration isn’t happening, despite crypto investors backing the company. Those investors are here because they believe in decentralization, not because they’re trying to turn Bluesky into a payment app.

Attie represents something genuinely different in the social media landscape, an AI tool that actually puts control in users’ hands rather than concentrating power with a corporation.