Muse, Meta's new personal AI assistant, quickly rose to the top of the App Store rankings after its introduction at the Meta Connect event. The company describes it as an AI agent "for everyone," including those with little tech experience, capable of assisting with everyday tasks. According to NBC News , Muse is designed to automatically perform tasks on behalf of the user.
What sets Muse apart is its design. Instead of a simple AI interface, Meta has given the tool a customizable animated character.
The default avatar is cream-colored, with small black eyes and a gentle smile, and was named Jolly by CEO Mark Zuckerberg. Users can change Muse's name, appearance, and clothing. Zuckerberg's avatar is named Agrippa, wearing a toga and a laurel wreath. Meta also introduced Muse Charm, a small handheld device that activates AI when the user moves. The device's shape is reminiscent of Labubu and Tamagotchi and is expected to go on sale later this year.
AI designed for adults but in the form of a toy.
According to WIRED , Muse is currently only for users over 18 years old. Users must provide their date of birth when creating an account. Meta also blocks accounts that may belong to people under 18. The company is also implementing additional verification steps to confirm users' age.
However, Muse's appearance is the subject of debate. Jolly has a soft, round appearance and can be dressed like a doll. Josh Golin, CEO of Fairplay, argues that the character has many characteristics that appeal to young children, especially its round shape.
|
|
Meta's adorable appearance makes users lower their guard. Photo: Minh Connors/Bloomberg. |
Meta argues that the design goal is to create a pleasant and less detached experience when users interact with the AI. Mona Sarantakos, Vice President of Product Management at Meta Superintelligence Labs, said the team wanted Muse to feel comfortable, rather than making users feel like they are talking to "a logo or business entity."
Some experts interviewed by WIRED argue that this design isn't necessarily aimed at children. They draw parallels between Meta's approach to Jolly and Japan's history of using lovable characters to market technology. AI has also been anthropomorphized with characters like Microsoft's Clippy or other cartoon figures.
It's noteworthy that this strategy doesn't just appeal to young children. Muse's cute appearance appeals to users of all ages. Julian De Freitas, associate professor of marketing at Harvard, notes that adorable elements can make a product seem warmer and less intimidating. For a tool that requires users to delegate many personal tasks, this is a crucial factor.
This is particularly noteworthy given that AI companions are increasingly designed to feel like human-to-human interactions. Tolan, a quirky-looking AI companion, is popular among young women.
Meanwhile, according to The Guardian's 2025 data, more than 100 million people worldwide are using anthropomorphic chatbots, which are designed to create human-like interactions. These products show that AI is being moved out of the image of a purely technical tool. Instead, they are being built to feel approachable, have personality, and be easy to interact with.
The consumer culture of young people who love adorable products.
Muse's design also aligns with toy culture and technology trends for young people. The Guardian noted that the Muse Charm device is reminiscent of Tamagotchi, the virtual pets that became a cultural phenomenon in the late 1990s. The Muse character on the small screen can be customized, making the device more like a digital toy than a purely technological product.
Currently, cute products are making a strong comeback in the consumer culture of young people. Muse is therefore placed alongside toys like Labubu, which have transcended the realm of children's toys, becoming accessories and cultural icons for adults.
|
|
Muse Charm's design is reminiscent of Tamagotchi. Photo: Carlos Barria/Reuters, Urban Outfitters. |
Muse Charm has the potential to appeal to Gen Z thanks to its combination of AI, fashion , and personalization capabilities. The device has a screen of about 2 inches, displaying a customizable Muse character. According to experts quoted by Reuters , this approach suits the young user group who are accustomed to viewing AI as a companion.
Katie Seaborn, an expert at the University of Cambridge, told The Guardian that this design exploits the appeal of cute elements, creating a sense of closeness and reducing user suspicion. This is also part of the "cute technology" trend, where tech products are designed to resemble characters with personalities, aiming to create an emotional connection rather than just emphasizing functionality.
On social media, reactions to Muse were quite mixed. Some users enthusiastically created avatars and shared their images. Alexandr Wang, Director of AI at Meta, also continuously posted memes about Jolly.
Another group raised questions about security and the amount of information that would need to be handed over to an AI agent. Some users questioned whether they wanted Meta to have full access to their lives. Meanwhile, Meta expects Muse to develop into a form of “personal superintelligence” used by billions of people.