# Wang's meme strategy made Meta cool again

> Meta's AI chief used chaotic X posts about Muse to rebrand the company and drive growth for its breakthrough AI assistant.
- Title: Wang's meme strategy made Meta cool again · Business Insider
- Summary: Meta's AI chief used chaotic X posts about Muse to rebrand the company and drive growth for its breakthrough AI assistant. Alexandr Wang, Meta's chief AI…
- Keywords: alexandr wang, meta, muse ai assistant, social media marketing, x posts, ai breakthrough, business, technology, Wang's, meme, strategy, made
- Source: Business Insider — https://businessinsider.com/alexandr-wang-meta-memes-muse-social-media-cool-2026-10
- Author: Truman Dickerson
- Published: 2026-10-11T16:35:48.86+00:00
- Read time: 1 min
- Topics: alexandr wang, meta, muse ai assistant, social media marketing, x posts, ai breakthrough, business, technology
## Wang's meme obsession during meetings
Alexandr Wang, Meta's 29-year-old chief AI officer, struggled to focus in meetings because he kept thinking of memes to post about Muse, Meta's new AI assistant.

> I would just like think of a meme and I'd be like 'Oh God, I have to get this out'
## Posts actually drove growth
Wang's chaotic X feed of off-color and eccentric references to Muse generated buzz among his coworkers. He said the posts made an impact on growth, which he found hilarious.

> It actually made an impact on growth, which is kind of hilarious.
## Goal was to make Meta cool again
Wang said his spur-of-the-moment posts served a broader goal. Despite owning Instagram and Facebook, Meta was historically not cool. The internet rewards risk, he believed.

> Despite having like these incredible pieces of cultural software like Instagram and Facebook, historically, Meta was not cool.
## Muse became Meta's breakthrough
Muse launched September eighth and reached the top of Apple's app store ten days later, surpassing ChatGPT. It helps users research, fill out forms, buy items, book reservations, and connect with services.
## Young energy resonated with internet
The internet, tired of staid pronouncements from older CEOs like Mark Zuckerberg, who is forty-two, welcomed the boundless energy of a young executive newly empowered in the AI era.
## Key takeaway

Alexandr Wang, Meta's chief AI officer, used meme-filled social media posts to make Meta cool and promote Muse, the company's AI assistant that became a major success.