Bluesky Launches New AI App To Rival X’s Grok

X’s Grok now has a different kind of rival.

This wont be another chatbot trying to be quicker with replies. We’re talking about a tool that wants to reorganise your entire social feed.

Bluesky has introduced Attie, an AI assistant built to create custom feeds through conversation. The timing puts it in direct competition with Grok on X, but the idea behind it is very different.

What Exactly Is Attie?

Bluesky announced Attie in a thread from its official account, writing, “Today, we’re excited to introduce Attie, currently as an invite only closed beta. Attie is the first agentic social app on atproto. It’s something completely new, an experiment in making building on the protocol more accessible.”

The team explained the reasoning behind it in the same thread. “The Atmosphere was built as an open network, so anybody could create the social experience they desired. But it’s always required engineering skills to customise your feed.”

Attie is meant to remove that technical barrier…

“Attie was designed by the Bluesky team to pull down that barrier, and make feed building as easy as chatting. You describe what you want, and it makes a customiaed feed for you,” the account wrote.

On its website, the message is pretty straightforward: “Your feed. Your focus. Just talk.”

Users are told to “Describe what you want to see and watch your feed compose itself around you.” There are no dropdown menus or keyword filters. The pitch is that your feed becomes a conversation.

How Does It Differ From Grok On X?

Grok on X operates as a chatbot. You ask it questions. It responds. Attie does something else. It builds streams of posts based on what you describe.

According to Engadget, users can type prompts in natural language to generate feeds without needing to code. Examples shown on the Attie website include “Show me electronic music and experimental sound from people in my network” and “Builders working on agent infrastructure and open protocol design.” The assistant then creates a tailored feed.

In a blog post, Bluesky chief innovation officer Jay Graber explained how it feels to use. “It feels more like having a conversation than configuring software,” she wrote. “You describe the sort of posts you want to see, and the coding agent builds the feed you described.”

Engadget reported that Graber called Attie an “agentic social app” built on the open source AT Protocol. That framework underpins Bluesky and allows apps built on it to share the same identity and social graph structure.

The difference is structural. Grok exists in X’s ecosystem. Attie, on the other hand, is on an open protocol where identity, feeds and social connections are portable.

Is This A Direct Rivalry?

Bluesky describes Attie as something new and not as a reaction. In its announcement thread, the team wrote, “It’s a totally different kind of social interface than anything that’s come before. As with everything we build, it’s centered around letting users discover and connect with what matters to them.”

Attie is separate from the main Bluesky app. But also, Endgadget notes that, because Attie and Bluesky are built on the same framework, there could be cross app implementation between them or other apps using the AT Protocol.

The Attie website also makes a point about ownership. “Built on the AT Protocol. Your identity, your social graph, your feeds are portable and permanent, not locked inside a platform that can change the rules.”

That’s quite different (and maybe a jab) on X, where feed control and AI tools are all within one platform.

But for now, Attie is available through an invite only closed beta. People can join a waitlist on its website.