Alexandr Wang Uses Muse Memes in Push to Make Meta “Cool Again”

Meta chief AI officer Alexandr Wang said his spontaneous posts about the company’s Muse assistant were part of a broader effort to make Meta “cool again,” linking the campaign to the cultural reach of its consumer products.

“Despite having like these incredible pieces of cultural software like Instagram and Facebook, historically, Meta was not cool,” Wang said. “I remembered that the internet rewards risk.”

Wang said he sometimes found himself thinking about new Muse memes during Meta meetings and rushing to publish them. He said colleagues were surprised by the attention the posts generated and that the activity “actually made an impact on growth.”

Muse launched Sept. 8 and rose to the top of Apple’s App Store 10 days later, surpassing ChatGPT.

Meta says Muse can help users research information, complete forms, shop online, book restaurant reservations and find dog sitters. The assistant can also connect with email, calendars, Spotify, Instagram and OpenTable.

Wang, 29, described some of the posts as spontaneous decisions rather than carefully planned corporate messaging.

“There were like a few tweets where I just didn't think that much about it and just said, ‘Fuck it, post,’” Wang said.