Business Insider
Marketing pros say Meta should go all in on its cuddly Muse mascot — and ignore the critics
By now, you've probably seen plenty of cynical hot takes about Meta's choice to represent its new AI agent with Jolly, the cuddly mascot. " Surveillance Tamagotchi." " Don't believe his lies." " It's sinister that Meta's Muse AI mascot is so cute."
Marketing and branding pros have a different take: Meta should lean even harder into its Jolly side.
"That mascot will become so familiar over time that it will become almost like the Coke bottle," said Gary Stibel, CEO of the New England Consulting Group. "It will become their bridge to safety, reliability, and efficiency."
Jolly didn't feature in Meta's launch TV ad for Muse. Instead, that promo showed a woman preparing a meal, while Muse worked in the background to sort through emails, register kids for fall sports, add a carpool to the family calendar, and buy school supplies.
muse is going…
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