And Then Launches AI-Powered Interactive Entertainment

A new entertainment company, And Then, is using artificial intelligence (AI) to create unique interactive storytelling experiences. The startup, founded by a team of television and journalism veterans, aims to transform passive media consumption into active participation. This approach allows users to influence narratives and outcomes through spoken interaction with AI characters.

The company's founders believe that while AI technology is still developing, the opportunity to innovate in interactive entertainment is immediate. Their platform focuses on human-centered creativity, where AI serves the story and the creator's vision.

AI Transforms Storytelling into Interactive Experiences

And Then, a new entertainment startup, is leveraging generative AI to redefine how audiences engage with stories. The company's core concept allows users to participate directly in narratives, moving beyond the traditional one-way experience of movies or television. Imagine a scenario where you have five minutes to convince a man with a bomb to surrender before police arrive. This classic plot, usually watched, becomes a personal challenge on the And Then platform.

The company's leadership team brings diverse backgrounds to this venture. Gavin Purcell, a former producer for NBC's Late Night and The Tonight Show, is a co-founder. Kevin Pereira, known for hosting the G4 series Attack of the Show, also co-founded the company. Rex Sorgatz, a former editor for Wired and MSNBC, completes the founding trio. Together, they are merging human creativity with AI tools to build a new form of entertainment.

Initial Offerings and User Engagement

And Then launched with several interactive experiences. One example is a game show similar to Password or The $100,000 Pyramid. In this game, users provide clues to an AI-powered celebrity partner named "La La Stardust." The goal is for La La Stardust to guess the correct word. Another experience challenges users to persuade an alien at a docking bay to allow their cargo ship to land. These scenarios highlight the platform's focus on dynamic, user-driven outcomes.

The design includes an author or byline for each experience. This allows users to identify and follow creators whose work they enjoy. The primary interaction method is audio, where users speak directly to the AI characters. This fosters a natural and immersive experience. A text mode is also available for those who prefer it.

"The thing that's kind of engaging about this idea, is you are getting into a conversation," Gavin Purcell stated. He added, "When you are just talking, it makes it feel like it's okay to pretend, it's a little childlike in a weird way, you start to kind of buy into this thing."

The Role of Humans and AI in Content Creation

Despite being an AI-driven startup, And Then places human creativity at the center of its development. Every game, world, and character is initially conceived and designed by a human creator. The rules and narrative arcs are established by people. The AI's function is to serve the story, providing dynamic responses and adapting to user input within the creator's framework.

This approach contrasts with larger language models (LLMs) that often require significant user effort to guide them toward specific content. Purcell emphasized this distinction. He believes that defining boundaries and structures is essential for AI to produce meaningful content. "I think that's the part that kind of like people are missing right now, when something is available and it's so big and so wide open, it's only once you start putting boxes on it that it starts to reveal itself as content," Purcell explained.

For example, Kevin Pereira created the alien docking experience in just four hours. During a demonstration, a bribe of freshly baked cookies secured passage. However, every user's experience will be unique, reflecting their individual choices and dialogue. Purcell highlighted that while AI will improve, the human spark in storytelling will remain crucial for a long time.

Future Expansion and Monetization Strategies

And Then plans to release new interactive experiences regularly. Some will be entirely original, while others will expand on existing premises. The game show format, for instance, can feature new clues and contestants daily. Another concept, "Change My Mind," could involve users debating an AI opponent on various evolving topics.

The company has secured initial funding through the a16z speedrun accelerator program. It is now actively seeking further investors. Monetization strategies are also under development. These could include advertising integrated directly into the experiences or a subscription model. For multi-chapter stories, initial installments might be free, with subsequent parts requiring payment.

Purcell noted the potential for immersive advertising: "The host of that game show could easily say, today's show is brought to you by X, and it's like a mini thing that's part of a game that you can still deliver for free, but I think you can do that in a programmatic, interesting way that makes it feel like it's immersive."

Democratizing Content Creation Through AI

Purcell views the rise of AI technology as part of a broader trend toward content democratization. Platforms like YouTube and TikTok have already made content distribution accessible to many. He believes AI tools will similarly democratize content creation. This vision encourages creative individuals to explore new storytelling possibilities.

The company aims to attract talented creators from various fields. Purcell acknowledged that the term "AI" might deter some individuals initially. However, the core objective is to prioritize human talent. The platform seeks to empower creators to stretch their storytelling abilities in new, interactive ways. This focus on human authorship within an AI-powered framework is central to And Then's mission.