Pixi Launches New iOS App to Transform Text Messages into Interactive AR Experiences

Set aside stickers, GIFs, and emoji reactions — Pixi is betting that the next advancement in messaging lies in interactive augmented reality.

On Wednesday, the startup released its messaging-focused app on the App Store, enabling users to send AI-driven AR characters via iMessage. Rather than appearing as static media, these characters come to life through the recipient’s iPhone camera, allowing them to respond to their surroundings, interact with people, and reply in real time.

Although augmented reality is no longer a cutting-edge technology — companies such as Snap have been developing AR filters and lenses for years — Pixi believes its approach offers a distinct advantage. By integrating AR with on-device AI, its characters can understand what’s happening around them and adjust their behavior accordingly. For example, a virtual cat will react when a real dog passes by. (According to the company, all visual and audio processing takes place on the device to protect user privacy.)

Mark Drummond, founder of Pixi and formerly employed at DreamWorks Animation and Apple, says the app is designed to add a greater sense of presence and spontaneity to digital conversations. Instead of sending a text message wishing someone a Happy Birthday, users can send characters that create a shared experience, transforming a simple message into something more akin to a digital gift or playful interaction.

“The issue we’re addressing for consumers is the desire to think of a friend when they’re not around,” he told TechCrunch. “This phenomenon is sometimes referred to as pebbling or creative gifting — essentially sharing tokens of affection, such as cards, e-cards, or gifts. While traditional methods exist, we can do better by creating something that’s truly digital and leverages everything we’ve learned about AR on the iPhone.”

Earlier this week, Drummond demonstrated the app to us by selecting a cat character, which performed a series of stand-up jokes on his desk. Notably, the cat appeared to respond to Drummond’s facial expressions, with the experience ending when he smiled, highlighting the character’s ability to detect emotional cues.

At launch, users will have access to a robot, a cat, and an animated envelope character that can react to their voice and “attack” their friends in a fun way. If the user moves, the envelope will chase them. The app also includes games such as tic-tac-toe and whack-a-mole.

Image Credits:Pixi Platforms

Pixi plans to expand beyond just a few initial characters. Its long-term goal is to establish a marketplace where studios, brands, and independent creators can share their unique characters for users to choose from. The company envisions this platform being used for events such as movie premieres or product launches, helping to generate excitement, similar to how M&M’s introduces new flavors.

Drummond also mentioned the possibility of adding Alice from Wonderland as a character option, since she is part of publicly available intellectual property. He explained that “our Alice character needs to react to objects on the user’s desktop in a way that aligns with her character personality,” so partners can see how their creations will interact with the technology.

In the future, Pixi hopes to enable users to create their own characters and define their personalities.

“Part of our strategy is to make these generative AI tools available to our users, allowing them to specify exactly what they want, such as ‘I want a blue blob that threatens my friend, growls at them, and keeps chasing them on the phone,’” Drummond explained.

To send a character to a friend, users need to download the app on an iPhone and use iMessage by tapping the plus sign button in the lower left corner. Recipients don’t need to install anything to receive Pixi messages.

Initially, the app will be available only on iPhone models 11 and newer, but the company plans to bring it to Android devices as well as messaging platforms like WhatsApp and Instagram in the future.

While the app is free for users, brands will have the option to charge for their own characters if they choose.

“We aim to encourage people to use the app for free, because this way they become your own brand ambassadors. You’re giving them the freedom to use your characters to share their own stories,” Drummond said.