Startup Bets on AI-Powered Interactive Entertainment Experiences

In October 2025, a new startup called And Then is making waves in the entertainment industry by leveraging AI technology to create innovative interactive experiences. The company was founded by a trio of TV veterans and technologists - Gavin Purcell, Kevin Pereira, and Rex Sorgatz - who believe the time is ripe to take interactive storytelling to the next level.

And Then has launched several audio-based narratives that allow users to engage in conversations with AI-powered "characters" to accomplish various tasks or goals. For example, one experience tasks users with persuading an alien to allow their cargo ship to land, while another challenges them to feed clues to an AI-powered "celebrity" partner in a game show-style setting.

The founders emphasize that human creativity and storytelling remain at the heart of these experiences, with each narrative crafted by an individual author or creator. The AI technology is simply a tool to enable a more immersive and participatory form of entertainment, where users can actively shape the outcome through their interactions.

As Purcell explains, the goal is to eventually develop multi-chapter narratives that keep users coming back for more. And Then has already raised some capital from the a16z accelerator program and is exploring monetization strategies, including the potential for seamless integration of advertising within the interactive experiences.