Alexandr Wang's relentless 'tweet cannon' is Meta's not-so-secret weapon in the AI promo war

Take cover: Alexandr Wang is reloading the “tweet cannon.” Meta’s chief AI officer has fired off more than 300 posts on X since the company launched Muse, its personal AI agent, on September 8.

Almost all are about Muse. “muse is the first ai for the ai skeptics out there!” reads one post.

The agent, which can autonomously perform tasks like booking flights, shopping, and sending emails, recently soared to the top of the App Store charts and has earned rave reviews.

During that period, Wang ramped up the digital bombardment, posting more than 100 times on X over five days, with each post typically getting at least tens of thousands of views. your hottest friend is already on muse https://t.co/LhHAeQyePA Often, they read like a victory lap after Meta fell behind in the race to build the most powerful AI model, despite racking up tens of billions of dollars in capital expenditure and spending over $14 billion to acqui-hire Wang from Scale AI. “you might say we’re… outpacing the frontier,” he wrote in response to a news story that Muse recently had more daily active users in the US and Canada than ChatGPT did over the same period.

In the days after Muse’s launch, many of Wang’s posts promoted other tech figures’ positive messages about trying the agent: “your hottest friend is already on muse,” Wang wrote while resharing a post from Stripe CEO Patrick Collison.

Another of Wang’s go-to posts is hyping everyday users who share how Muse has saved them money or helped them with admin. (Don’t just take Wang’s word for it: Business Insider’s Katie Notopoulos found it helpful, but it failed on some tasks.) And this week, Wang has promoted a flurry of partnerships with Shopify, PayPal, Expedia, and Instacart that connect their services to Muse — a move that could spark the next App Store-style boom. another one!!instacart 🤝 musethis integration will make it really easy to get all your groceries using muse, and ensure you and your family are always prepared 🥕 https://t.co/wHSqZ4QxKS But perhaps the most frequent staple of Wang’s social media barrage is Meta’s Muse mascot, a cute plushy that looks vaguely like a smiling sloth and has a star role in an increasingly cheeky marketing strategy.

Google’s Logan Kilpatrick’s posts on X have made him a one-man hype machine for Gemini, while Nikita Bier, X’s former head of product, is a prolific poster.

While both reference internet culture and use memes, Wang has arguably taken it up another notch. “It doesn’t feel like any other senior tech exec out there, which I think is the whole point,” Nick Braund, the founder of PR and comms agency Words+Pixels, told Business Insider. “Wang is attempting to insert Muse into meme culture by getting as far away from corporate jargon as possible,” he added. “It feels like his PR strategy is being anti-PR.” While Wang has gone tweet wild on X, he’s been notably quieter on Threads, the Meta-owned X rival: he has not posted since Muse’s launch.

Wang appears to be aware that his digital blitz, which frequently includes the phrase “Muse madness,” is getting noticed. “Someone today said i had the best social team for the muse launch,” Wang posted over the weekend. “bruh this is all me out here rawdogging these tweets. i don’t let the corposlops near my tweet cannon.” “What a generational run of posting,” one X user wrote to Wang. “tfw you realize an entire lifetime of being terminally online was preparation for this moment,” Wang replied.