Mascot of Meta's AI agent Muse for adults sparks criticism over resemblance to children's characters
Meta has released the AI agent Muse for adults 18+, featuring the mascot Jolly, whose cute design critics (Fairplay) compare to children's characters. Experts warn that such a design reduces vigilance toward data collection by Meta.
Meta has released the AI agent Muse, intended exclusively for adult users aged 18 and over, featuring a mascot named Jolly. The mascot's design has drawn criticism from children's media experts and the organization Fairplay, who argue that the rounded, cute appearance (compared to the Teletubbies characters) typically attracts preschool-age children, even though the product is formally intended only for adults. Meta spokesperson Daniel Roberts argues that the app requires a date of birth, blocks users under 18, and performs additional age checks. Meta Superintelligence Labs Vice President Mona Sarantakos described the intent behind the design as an effort to make interaction with the agent less formal than communication with a corporate logo.
Experts point out that the cute design may reduce vigilance and critical distance toward Meta among users of all age groups, as the company's reputation was damaged following the August settlement over social media addiction worth up to $16.7 billion. According to Harvard professor Julian De Freitas, Meta must overcome a high level of distrust, and the cute mascot may help with that. Professor Jathan Sadowski of Monash University warns that such design elements are meant to discourage users from asking critical questions and make them more passive toward data collection – Meta, meanwhile, trains its AI models by default on users' interactions with the Muse app unless they opt out themselves.
According to its own statement, Meta plans to release a "confidential" version of the virtual machine powering Muse later in 2026, which should cryptographically guarantee that the company has no access to the user's data. Fairplay representative Josh Golin additionally anticipates the upcoming Muse Charm device, styled after a Tamagotchi, and calls on regulators to pay closer attention to designs resembling children's toys in a product intended for adults.
Why it matters
The case shows how design elements (a cute mascot) can influence users' trust in AI products and their willingness to share data without fully realizing it – Meta trains its models by default on conversations with Muse. It also sets a precedent for regulatory attention to AI product design that could unintentionally (or intentionally) attract underage users.
Two audiences, two different impacts
What this means
For individuals
Users of the Muse app should be aware that Meta trains its models on their conversations with the agent by default unless they turn this off themselves, and that the cute mascot design may reduce vigilance toward data collection.
For a business
Companies developing AI agents with anthropomorphic design face the risk of regulatory scrutiny and criticism if the mascot's appearance could appeal to children even for products intended exclusively for adults – this increases legal and reputational risk similar to what Meta is already dealing with in connection with the settlement over social media addiction worth up to $16.7 billion.
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Event sources
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