free entropy theory is an analogue of information theory in a non-commutative setting, which has had great applications to the examination of structural properties of von neumann algebras. i will discuss some ongoing joint work with paul skoufranis to extend this approach to the setting of bi-free probability which attempts to study simultaneously ``left'' and ``right'' non-commutative variables. i will speak in particular of an approach to a bi-free fisher information and bi-free conjugate variables -- analogues of fisher's information measure and the score function of information theory. the focus will be on constructing these tools in the non-commutative setting, and time permitting, i will also mention some results such as bi-free cramer-rao and stam inequalities, and some quirks of the bi-free setting which are not present in the free setting.