Meta has introduced a new cute AI companion named Muse, signalling a strategic shift towards creating endearing technology. The launch of this device by the tech giant follows criticism of its previous smart glasses, and Muse offers a more appealing alternative. Featuring a small, charming avatar on a screen likened to that of a Tamagotchi, this device is intended to be a personalised AI assistant capable of handling tasks such as emailing, travel booking, and grocery shopping.
Muse as the Wearable Charm
The lightweight Muse can be attached to a keychain or bag, bringing functionality in an adorable package. Joshua Paul Dale, a professor at Chuo University and author of a book on cuteness, notes that the design cleverly avoids the controversy surrounding smart glasses with intrusive cameras. Instead, the camera is encased in a seemingly innocuous charm, potentially altering public perception of its invasiveness.
Cuteness: A Strategic Approach
Katie Seaborn, a Cambridge associate professor studying the science of cuteness, describes Muse as resembling a baby, making it inviting and non-threatening. She views the use of cuteness as a deliberate move by Meta, aiming to ease the public’s concerns about privacy and trust, particularly following prior controversies.
Cultural Receptions of Cuteness
Drawing parallels with Japan, where mascots and cute designs are prevalent in daily life, Seaborn points out cultural differences in responses to such designs. Research shows that American consumers are more sceptical of cuteness as a marketing strategy compared to Japanese users, who view robots and related technology more positively. However, she acknowledges a gradual cultural shift towards embracing cuteness in Western contexts.
Potential Generational Appeal
The reception of Muse is anticipated to vary across generations. Gen Z, accustomed to cute accessories like Labubu toys, might find the transition to Muse seamless. Meanwhile, for older generations, the product could evoke nostalgia, reminiscent of gadgets like the Tamagotchi and Pikachu.
Meta plans to release Muse in December, and whether its cute design will establish trust with consumers remains uncertain. As consumer expectations and cultural attitudes towards technology evolve, Meta’s experiment with cuteness might offer new insights into the role of appearance in tech adoption.
Reporting based on coverage first published by theguardian.com.