Jolly is the new mascot for Muse, Meta's personal AI assistant, and has already become a focal point of attention across social media. With an appearance resembling a cross between a Labubu and a Fall Guys character, Jolly serves as the face of Meta's effort to make AI more accessible and recognizable.
The Meme Strategy
Leading the promotion of Jolly is Alexandr Wang, Meta's head of AI operations. Eschewing traditional corporate advertising, Wang has opted for sharing memes, some of which carry suggestive undertones. In one notable image, Jolly poses provocatively to mark Muse's integration with Box, while another depicts the character in a scene from the movie "Challengers."
“Some of y’all way too thirsty for muse,” Wang commented, referring to the intense public reaction.
The community has already begun generating its own content, using AI to place the mascot in even bolder or more absurd situations, moving far beyond Meta's original campaign framework.
Beyond the Image: Muse Charm and Customization
The investment in Jolly is not merely a marketing gimmick. Meta announced that users will be able to fully customize Muse's appearance and voice, adding a personal dimension to the interaction. Furthermore, the company introduced the Muse Charm, a small pocket-sized device designed for voice interaction with the assistant on the go.
Muse is already integrated with services like GitHub and Box, aiming to perform practical tasks for users. It remains to be seen whether Jolly will stay a fleeting internet joke or succeed in giving Meta's AI a lasting, recognizable identity.
