BuzzFeed is diving into the social media game with BF Island, an experimental platform designed to be a refreshing, joy-filled alternative to today's doomscrolling feeds. CEO Jonah Peretti believes this bold move could transform BuzzFeed into a tech-driven social media powerhouse rather than just another digital publisher.

BF Island is BuzzFeed's biggest gamble yet, giving its investors a shot at a Silicon Valley-style venture. "This could be an exciting new chapter for us," Peretti says, as the company shifts toward interactive tech experiences.

Inspired by AI-driven platforms like Midjourney, BF Island lets users create and share AI-generated content based on their interests. The platform will offer a freemium model, with basic features available for free and premium tools behind a subscription.

A small in-house team is building the project, drawing from BuzzFeed's past AI-driven successes. This time, instead of tacking features onto an existing site, BF Island will be a standalone experience set to launch in private beta this year.

Peretti argues that traditional social media thrives on "SNARF" content, short for stakes, novelty, anger, retention, and fear which is designed to hook users through outrage and anxiety. BF Island aims to be the antidote, built to encourage creativity, playfulness, and positivity.

Peretti has a track record of big, unconventional bets from pushing AI in publishing to supporting independent creators.