Meta has unveiled Muse, a small AI assistant designed as a cute, customisable companion displayed on a two-inch screen. It can hold live conversations, answer emails, book travel and order groceries, while its friendly avatar appears intended to make wearable AI feel less intrusive following criticism of Meta’s camera-equipped smartglasses.

Experts say the device uses cuteness strategically to encourage people to anthropomorphise it and lower their guard around privacy, data and attention concerns. Muse may contain a camera while paired with camera-free glasses, and is due for release in December; its appeal could vary between generations, with some younger users viewing overtly cute AI as inauthentic.