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Conjure
Product

Conjure

BuzzFeed Branch Office app; daily prompted photo sharing with AI image editing.

Last refreshed: 10 May 2026

Key Question

Can Conjure's daily AI photo prompt beat BeReal and similar daily-sharing apps?

Timeline for Conjure

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Common Questions
What is the Conjure app from BuzzFeed?
Conjure is a daily prompted photo-sharing app developed by BuzzFeed's Branch Office AI studio. It sends users a daily creative prompt and provides AI image-editing tools to respond and share, launched in 2026 as part of BuzzFeed's pivot to AI-native social products.Source:
How is Conjure different from BeReal?
Both apps use a daily-photo participation format, but Conjure adds an AI image-editing layer that allows users to transform or stylise their photos before sharing. BeReal focuses on unfiltered authenticity; Conjure leans into AI-augmented creative expression.Source:

Background

Conjure is a daily prompted photo-sharing app developed by BuzzFeed's Branch Office AI studio, launched as part of the company's 2026 pivot toward AI-native social consumer products. The app sends users a daily creative prompt and provides AI image-editing tools to respond, combining the social ritual of BeReal-style daily sharing with AI-assisted content creation. BuzzFeed positioned Conjure alongside BF Island and Quiz Party as its portfolio of experimental social-AI products.

Conjure's daily prompt format draws on BuzzFeed's content heritage — the company built its audience on quizzes, listicles, and participatory content — and attempts to translate that engagement mechanic to an AI-augmented photo-sharing context. The AI editing layer differentiates it from pure daily-photo apps like BeReal, allowing users to transform or stylise their responses before sharing.

As with the other Branch Office products, Conjure is a direct bet that BuzzFeed's brand equity and social audience understanding can overcome the structural disadvantage of competing with established platforms in a saturated social-app market. The three-app parallel launch strategy allows BuzzFeed to test different engagement mechanics simultaneously, with the intention of doubling down on whichever product shows retention.