BuzzFeed, the media site known for its celebrity news and quizzes, announced on Tuesday that it’s developing its own social media platform in a move to Buzzfeed is developing its own social media platform,

BuzzFeed, which also owns HuffPost and Tasty, plans to tackle the addictive social media environment by making “content that gives you a little buzz, helps you relax, have a good time, and connect with your friends,” while also launching this new social media platform of its own.

So what should BuzzFeed do to regain its onetime foothold in internet culture? Start its own social network, of course. Such a prospect was teased earlier this month, after Semafor—the scoopy news site run by former BuzzFeed News editor-in-chief Ben Smith—got hold of a leaked Slack message from BuzzFeed founder and CEO Jonah Peretti.

Shortly after enacting extensive layoffs at HuffPost, BuzzFeed CEO Jonah Peretti has a bold new solution for fixing social media: artificial intelligence. Sorry, by “bold new solution” we actually meant “same solution every other CEO is proposing for every other problem currently facing humanity.” Our mistake!

In an open letter, CEO Jonah Peretti calls out TikTok and Meta for prioritizing AI tech over content and says people miss the mid-2010s "'beer and wine' era of the internet."