From Clippy to Jolly: Why tech keeps putting a cute face on its products

As tech companies increasingly integrate artificial intelligence into their products, they often accompany these AI features with cute mascots to make them more approachable. Meta, for instance, introduced Jolly, a cheerful-looking mascot for its Muse AI assistant at its Meta Connect conference in September. Jolly, a little guy who gives a friendly face to Meta's ambitious plan to make AI part of everyday life, was showcased alongside Muse Charm, a handheld device that allows users to interact with the AI on the go.

This approach to product design isn't new. Duolingo's owl Duo, for example, has become known for engaging in memes and trending conversations, turning language learning into an entertaining experience. Similarly, LINE Friends' Brown, a bear with a fixed expression, has become a brand that people can collect and wear, demonstrating the power of a simple, consistent character to create brand loyalty.

McDonald's Grimace, a big, rounded purple character with a big smile, serves as a familiar face for the fast-food chain's products. In 2023, McDonald's even built a birthday promotion around Grimace, introducing him to new audiences and keeping him relevant. Salesforce's Astro, originally a T-shirt design from a developer event, now serves as a guide for newcomers to the company's enterprise software.

By providing a friendly presence, these mascots help make complex technology feel more accessible and less intimidating, providing a starting point for users to engage with the product. In this way, cute mascots serve as a bridge between the advanced technology and everyday users, helping companies to humanize their products and create emotional connections with their audience.