Meta’s AI mascot, Jolly, is an adorable, cuddly character that can be dressed up like a doll. At this year’s Meta Connect event, Jolly’s furry form was seen donning a toga and laurel wreath, while Instagram ads featured the character in exercise gear, promoting fitness goals. Later this year, Meta plans to sell a Tamagotchi-like device for your Jolly character, echoing a playful, kawaii aesthetic.
Despite Muse’s ability to complete digital tasks, making it popular, its Labubu-like mascot has latched onto the cultural zeitgeist. While the product is restricted to those 18 and over, its design remains perplexing, looking just like a well-designed children’s toy. A spokesperson for Meta told WIRED that the design is intended to bring joy and allow users to create their own avatar with unique style.
However, youth advocates are pushing back against Meta’s Muse mascot. Josh Golin, an executive director at Fairplay, a nonprofit that previously lobbied against Meta’s targeting of children, says, “Oh my God, it looks like a Teletubby.” The mascot’s rounded shapes and playful design are particularly appealing to young children. Even for a 32-year-old like myself, the adorable aesthetic draws me in, despite the ongoing backlash against Meta and generative AI.
Some experts suggest that cute and frictionless design features can disarm people, making them more passive users. Jathan Sadowski, an associate professor with the Emerging Technologies Research Lab at Monash University, warns that these agents can make people drop their guard and stop asking critical questions. Meta is developing a “confidential” version of its virtual machine that helps power Muse, which could cryptographically and verifiably prevent Meta from accessing a user’s data, but the risk remains.
As the holidays approach and Meta launches Muse Charm, its Tamagotchi-like device, youth advocates remain vigilant. Jolly’s attempt to get young kids hooked on Muse feels inappropriate, and families should say no to it, while regulators should take a hard look.
