Meta is taking its artificial intelligence ambitions beyond smartphones with the unveiling of Muse Charm, a pocket-sized device designed to give users direct access to the company’s AI assistant.
The device was introduced by Meta CEO Mark Zuckerberg during the company’s annual Meta Connect event, where he also took aim at Apple’s influence over the technology ecosystem.
Unlike smartphone-based AI services, Muse Charm allows users to access Meta’s Muse AI agent directly by tapping the device.
The move reflects a broader change in Zuckerberg’s strategy. After years of promoting the metaverse as the future of computing, Meta is now placing greater emphasis on what Zuckerberg calls “personal superintelligence”.
“It is actually quite clear personal superintelligence will not only come first; it will be much bigger and more important,” Zuckerberg said.
He said Meta had shifted its focus towards developing devices designed around personal AI, with Muse also set to become available across the company’s smart-glasses range.
A Tiny Device With A Big Ambition
Muse Charm is roughly the size of a pocket watch and features a screen measuring about 5cm.
Users can navigate the device with their thumb, while a customisable digital Muse character sits at the centre of the interface.
The device also comes with a built-in 5G modem, allowing users to connect to Muse without relying on Wi-Fi. It does not, however, function as a phone.
The format could appeal to younger consumers who have shown renewed interest in older forms of technology, including digital cameras, flip phones and other standalone gadgets.
Industry analysts have suggested that the combination of artificial intelligence, personalisation and fashion could make the device particularly appealing to younger users.
Meta Looks Beyond The Smartphone
The launch comes as Meta’s Muse AI service gains attention, with downloads reportedly surging since its release.
The company is positioning the technology as more than a conventional chatbot, with AI increasingly being used for tasks such as planning, research and other everyday activities.
But Muse Charm enters a market where several dedicated AI gadgets have struggled to gain lasting traction.
The Rabbit R1, launched in 2024 as a standalone generative AI device, attracted significant attention before criticism over its performance and limitations affected its momentum.
That history raises questions about whether consumers will see enough value in carrying another connected device when smartphones, smartwatches and earbuds already offer increasingly powerful AI features.
For Meta, however, the Muse Charm represents something bigger than another gadget.
It is part of the company’s attempt to build a future where AI has a direct place in people’s everyday lives — without always needing Apple’s or Google’s platforms to get there.
Main Image: WSJ
