Meta CEO Mark Zuckerberg introduced a new AI-powered device named Muse, described as a "charm" featuring a small screen that displays an animated avatar. The device, which can be worn on a keychain or bag, has drawn comparisons to Tamagotchi and other cute electronic pets. Muse is designed to perform tasks such as answering emails, booking travel, and managing weekly food shopping. It is part of Meta's broader strategy to develop wearable technology that is both personal and intelligent. Alongside Muse, Meta has launched a new pair of smart glasses that do not include a camera, addressing concerns about privacy. According to Joshua Paul Dale, a professor at Chuo University in Tokyo and author of Irresistible: How Cuteness Wired our Brains and Conquered the World, the shift in design—placing the camera in a wearable charm—alters the perception of surveillance. He notes that using a cute animated avatar instead of a camera may make users feel less observed. Katie Seaborn, a Cambridge associate professor researching the science of cuteness, suggests that Muse's design is strategic. She states that the use of cuteness in technology is a natural response to growing concerns about privacy and data. Seaborn, who recently moved from Japan to the University of Cambridge, points out that Japan has a long tradition of using cute mascots in various sectors, including government, media, and business. Seaborn's research indicates that cuteness can influence social interactions and may lead people to lower their guard. She notes that there is a natural link between cuteness and deception, which she refers to as "charming and disarming." However, she also highlights that cultural differences affect how cuteness is perceived. For example, Americans may be less susceptible to being deceived by cute designs compared to Japanese people, who often view robots as heroic or baby-like figures. In UK focus groups, some participants felt uncomfortable when cuteness was used in deceptive design contexts, though they could not clearly articulate their concerns. Seaborn suggests that there may be a slow cultural shift in how people perceive cuteness, influenced by the global spread of Japanese culture. Muse is set to be released in December, and its success may depend on generational and cultural factors. While some younger users, particularly Gen Z, may be more familiar with the concept of having a cuddly toy like a Labubu, older generations might find the device nostalgic due to its resemblance to older technologies. Dale, while not planning to purchase a Muse himself, predicts that he might want one in his older age to help with daily tasks.