Ad pros say Meta should ignore the haters and go all in on its cuddly Muse mascot
Brand mascots are one of the oldest mnemonics in the marketing playbook for a reason: they work well.
Meta’s new AI agent, Muse, has been met with criticism for its mascot, Jolly, who has been dubbed a "Carnival Tamagotchi" and described as sinister. However, marketing and branding professionals believe Meta should embrace Jolly even more. Gary Stibel, CEO of New England Consulting Group, argues that Jolly's familiarity will create a sense of safety, reliability and efficiency for users.
Jolly was not prominently featured in Meta's launch ad for Muse, which instead showcased a woman using the AI to manage various tasks. Ad testing firms indicate the ad was not particularly successful, receiving low scores for branding fluency and eliciting negative emotions. However, proponents argue that the mascot may help make AI more approachable and accessible to a broader audience.
Written by urgent.news from Business Insider's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
