The article argues that Meta’s cute Muse AI mascots could make the company’s expansive AI ambitions feel less intrusive and more appealing. The writer initially avoided Muse, but after seeing her personalised mascot, Blorbo, as an adorable cat-shaped piece of bread, she found herself sharing more health information to improve its recommendations. This emotional response, she suggests, is precisely the persuasive effect Meta may want.

At Meta Connect, Meta prominently promoted the mascot Jolly, including through keynote demonstrations and life-size cut-outs, while presenting Muse as an AI agent for its smart glasses and forthcoming Charm wearable. Although the writer found Muse’s health and fitness advice only average, she notes that cuteness can encourage trust, attachment and engagement, making the prospect of an AI companion embedded across Meta’s devices feel more acceptable despite wider concerns about privacy and corporate overreach.