Abstract:
According to Business Insider, Meta chief AI officer Alexander Wang has posted more than 300 posts on the X platform since the company launched its personal AI agent Muse on September 8. The posts were mostly memes, some mocking AI competitors, but almost all related to Muse.
The report stated that during this period, Wang intensified his "digital bombing" efforts, posting more than 100 times on X within five days, and each post usually received at least tens of thousands of views. One of them read: "muse is the first AI for those AI skeptics!"
The report believes that he may be right. This smartphone, which can autonomously complete tasks such as booking flights, shopping, and sending emails, has recently risen to the top of the App Store rankings and has received a lot of praise.
These posts often read like a Meta "victory parade." Meta had previously lagged behind in the race to build the strongest AI model, despite investing tens of billions of dollars in capital expenditures and spending more than $14 billion on "acquisitive recruitment" from Scale AI. In response to a piece of news that said Muse recently had more daily active users in the United States and Canada than ChatGPT over the same period, Wang wrote: "You could probably say that we... are going beyond the cutting edge."
In the days following Muse’s release, many of Wang’s posts promoted positive reviews from other techies trying out the agent. When he reposted a post from Stripe CEO Patrick Collison, he wrote: "Your most fashionable friends are already using muse."
Another common type of post by Wang is to support ordinary users who share Muse to help them save money or handle daily tasks. The report also reminded that you can’t just take Wang’s word for it: Business Insider’s Katie Notopoulos found that it was indeed useful, but failed to accomplish certain tasks.
This week, Wang also promoted a series of partnerships with Shopify, PayPal, Expedia and Instacart to connect these services to Muse. The report believes that this move may trigger "the next App Store-style craze."
Perhaps the most common source of Wang’s social media campaigns is Meta’s Muse mascot, a cute stuffed animal that looks a bit like a smiling sloth and stars in an increasingly playful marketing strategy.
Make the mascot into a meme
Wang has embedded the Muse mascot into many technological and cultural memes, from the awkward "not holding hands" between Sam Altman and Dario Amodei to the promo of the Elizabeth Holmes documentary that has been widely parodied.
But in the past few days, things have gotten a little weird, and then they got weirder and weirder.
While “showing the best of Muse,” Wang also used his self-proclaimed “tweet cannon” to fire at opponents in the battle of personal agents.
"Muse completely crushed Insect," Wang wrote earlier this month. The report said he was referring to Instinct, an invitation-only personal AI that had become popular among Silicon Valley tech workers and venture capitalists.
Wang also took aim at the logos of other AI companies, such as Anthropic and OpenAI, because he believed they resembled the shape of a certain part of the human body.
The method behind “Muse-style madness”
Wang is not the first tech figure to adopt a non-corporate social media strategy. Google's Logan Kilpatrick's posts on X have made him a one-man hype machine for Gemini, and former X product lead Nikita Bier is also a prolific poster. Both of them would quote Internet culture and use emoticons, but reports believe that Wang's approach has taken it to a new level.
"It doesn't feel like any other senior tech executive, and I think that's really the key," Nick Braund, founder of PR and communications agency Words+Pixels, told Business Insider. He added: "Wang is trying to embed Muse into meme culture by staying away from corporate jargon as much as possible. His PR strategy comes across as anti-PR."
It is worth noting that although Wang posts wildly on X, he is noticeably quiet on Threads, which is owned by Meta and targets X: he has not posted any content since the release of Muse.
Wang seems to know that his digital offensive, which often carries the word "Muse madness", is attracting attention. "Someone said today that my social team is the best in Muse launch," Wang posted last weekend. "Man, this is all my own tweeting here. I won't let those corporate-style things get close to my tweet cannon."
"What a generational post," one X user wrote to Wang.
"That feeling when you realize that you've spent your whole life online preparing for this moment," Wang replied.
Comments