‘Charming and disarming’ … how Meta’s technology-packed Muse harnesses the power of cuteness

Meta, the tech giant, has unveiled a charming and disarming new device called Muse "charm". This cute little gadget, equipped with a screen showcasing a cutesy avatar, is designed to answer emails, book travel, and perform weekly food shopping. Mark Zuckerberg, Meta’s founder, unveiled the device during a San Francisco event, describing it as a technology-packed little gadget that fits on a keychain or bag.

Unlike traditional gadgets, Muse can engage in live conversations, answer emails, book flights, and even help with grocery shopping.

The device's cuteness is attributed to its resemblance to a baby, according to Katie Seaborn, a Cambridge associate professor who has been studying the science of cuteness. Seaborn believes that cuteness is a strategic approach for Meta to gain trust and counteract negative reactions following the launch of their smartglasses, which were criticized for invading privacy due to their camera. The Muse charm, on the other hand, shifts the focus away from recording individuals by using an adorable animated avatar instead.

Professor Joshua Paul Dale from Chuo University in Tokyo supports Seaborn's opinion, stating that the charm's design encourages anthropomorphizing the figure, thus making users treat it as if it were human. The device is part of Meta's broader strategy of personal, wearable super-intelligence, aligning with their commitment to integrating AI into everyday life.

Cuteness, as a design strategy, has been observed in various aspects of Japanese culture, where everything from government organizations to media companies have cute mascots. However, the acceptance of cuteness varies across different cultures and generations. In Japan, cuteness is often viewed as a positive trait, while in the West, it may be perceived as suspicious or deceptive.

The Muse charm is set to be released in December, but its success will depend on how different generations perceive and react to it. While younger generations may dismiss it as inauthentic, older generations might find nostalgia in its resemblance to older technologies. Regardless of its reception, the Muse charm showcases Meta's commitment to integrating cuteness into their technology, a strategy that could potentially redefine user interaction with AI companions in the future.