From Clippy to Jolly: Why tech companies are adopting cute mascots for AI

Tech companies are increasingly using cute, anthropomorphic mascots to humanize their products, particularly in the realm of artificial intelligence. Meta recently introduced 'Jolly,' the default avatar for its Muse AI assistant, aiming to make interacting with AI feel like engaging with a companion rather than a cold machine. This strategy follows a long history of brand mascots, such as Microsoft’s Clippy, Duolingo’s Duo, and LINE’s Brown, which have successfully fostered user engagement and brand loyalty. By giving a friendly face to complex technology, companies hope to lower the barrier to entry for everyday AI adoption. Whether through memes, merchandise, or interactive devices like Meta’s Muse Charm, these characters serve as emotional anchors. As AI becomes more integrated into daily life, these mascots act as a bridge, transforming abstract software into relatable, personality-driven experiences that keep users connected to the brand.