Pixi's new iOS app turns text messages into interactive AR experiences

Pixi has introduced a messaging app that leverages augmented reality (AR) and artificial intelligence to transform text messages into interactive experiences. Available on the App Store, the app allows users to send AR characters via iMessage that come to life through the recipient's iPhone camera. These characters can react to real-world objects, people, and even facial expressions in real time.

Unlike traditional AR filters, Pixi's characters use on-device AI to understand their environment and behave accordingly. For example, a virtual cat reacts when a real dog walks by. The company emphasizes that all visual and audio processing happens on the device to preserve user privacy.

Founder Mark Drummond, formerly of DreamWorks Animation and Apple, explained that the app aims to bring a sense of presence and spontaneity to digital conversations. "The consumer problem we’re solving is thinking of a friend when they’re not present. Sometimes the psychology is called pebbling or creative gifting. We can do something that’s digitally native and uses everything we learned about AR on the iPhone," he said.

At launch, three characters are available: a robot, a cat, and an animated envelope that responds to voice and can playfully chase friends. There are also games like tic-tac-toe and whack-a-mole. Pixi plans to create a marketplace where studios, brands, and independent creators can offer their own characters. Future updates will let users generate their own characters using generative AI.

To send a character, download the app on iOS and use iMessage by tapping the plus button. No installation is required for the recipient. Initially, the app works only on iPhone 11 and newer, with plans to expand to Android and messaging platforms like WhatsApp and Instagram. The app is free, but brands may charge for their characters if they choose.