During Meta's annual event, where Mark Zuckerberg repeatedly criticized Apple, he used an approach similar to Steve Jobs' tactics for an unexpected presentation: a pocket watch-sized device that allows integrating the viral AI agent Muse into the real world.
This gadget, named Muse Charm, demonstrates a broader shift within the social media company, which has long sought to create its own platform to reduce dependence on Apple and Google operating systems. Users can activate the gadget to gain direct access to Muse, bypassing AI applications on smartphones.
After the company previously promoted the metaverse—an immersive digital world that prompted it to change its name in 2021—as the next computing platform, Zuckerberg now believes that 'personal superintelligence' is a more significant and immediate breakthrough after its previous expensive bet failed.
At the Meta Connect conference, Zuckerberg stated: 'It's actually quite obvious that personal superintelligence will not only come first; it will be much bigger and more important.' He added that the company has shifted its focus to developing the best devices for personal superintelligence and announced that Muse will soon be available in Meta's smart glasses lineup.
These statements came after Muse experienced genuine success in a few days, gathering millions of downloads. Some analysts believe this could be the biggest app launch in the US since ChatGPT appeared in November 2022, which kicked off the AI boom. Investors reacted to Muse's potential to automate tasks, ranging from booking flights to filing tax returns, leading to a rise in shares of partners like Shopify and a decrease in the value of companies that investors believe may suffer from these changes, including the online travel agency Booking and the software creator TurboTax Intuit.
Appeal to Young Consumers
Analysts suggest that Muse Charm may resonate with the younger generation during the resurgence of interest in digital cameras, feature phones, and MP3 players. Gen Z consumers, aged approximately 14 to 29, view AI assistants more as companions or brainstorming partners rather than just search tools. Many interact with technology through voice notes, short videos, and AI-based chatbots, unlike older users who often prefer PCs and smartphone apps.
Linda Sui, founder of the research firm Smart Analytics Global, noted: 'Muse Charm could find support among Gen Z and young consumers. The combination of AI, fashion, and personalization might appeal to young users, especially if the device is accessible and easy to use.'
The device features a screen of about 5 cm, controllable by the thumb, and has a customizable Muse character at its center. A built-in 5G modem provides access to Muse even without Wi-Fi, although calls cannot be made on it. IDC Director Jitesh Ubrani commented: 'They attract people who may not want to wear glasses or do not trust glasses.'
Ubrani also mentioned that some people might recall Tamagotchi, which could evoke similar feelings, referencing the colorful virtual pets that became a cultural phenomenon in the late 1990s. He speculated that the device could run a small language model locally, allowing AI to be used on such a compact body.
Whether Muse can maintain its momentum, and whether the gadget can enhance this appeal, remains open for the coming months. Similar devices have had limited success. Rabbit R1, a portable generative AI device from startup Rabbit Inc with a screen and button, had a high-profile launch in early 2024 but failed due to excessive promises regarding AI features and unreliable experience. Sui warned: 'I would be cautious about its mass potential. If Muse Charm cannot offer unique features that smartphones, watches, headphones, or smart glasses cannot easily replace, it will likely remain a device that is nice to have for early adopters, rather than becoming a mass-market product.'