Meta's Adults-Only AI Muse Looks Suspiciously Like a Children's Toy

Meta has launched an AI agent called Muse, fronted by a cuddly, customizable mascot named Jolly that users can dress up like a doll. At the recent Meta Connect event, CEO Mark Zuckerberg's Muse character wore a toga and laurel wreath, while Instagram ads have shown the mascot in workout gear promoting fitness help. Later this year, Meta plans to release a Tamagotchi-style device called Muse Charm.

Despite being restricted to users 18 and older, Muse's design has raised questions about why it resembles a toy aimed at children. Josh Golin, executive director of the child advocacy nonprofit Fairplay, compared the mascot to a Teletubby, noting that its rounded shapes are known to particularly appeal to preschool-age children.

Meta spokesperson Daniel Roberts pushed back on the concerns, stating that the company requires users to provide their date of birth, blocks suspected underage accounts, and performs additional checks to verify adult users. Mona Sarantakos, a Meta Superintelligence Labs product management executive, said the mascot's design was meant to feel more delightful and less awkward than interacting with a corporate entity.

Some experts interviewed noted that cute mascots for tech products aren't unique to Meta, pointing to Japan's long tradition of adorable tech branding and other examples like Microsoft's Clippy and OpenAI's lobster-themed OpenClaw. Harvard marketing professor Julian De Freitas said cute design can make a product feel warmer and less threatening—a high bar for Meta given lingering public backlash after the company settled social media addiction claims in August, agreeing to pay up to $16.7 billion and add teen safety features.

Researchers also warn that a disarming, cute design could make users less vigilant about privacy, since Meta trains its AI models on Muse interactions unless users opt out. The company says it plans to release a more privacy-protective, cryptographically verifiable version of its underlying system in 2026. Child advocates remain concerned, urging regulators to scrutinize the upcoming Muse Charm device closely.