As every frontier lab is rolling out AI agents meant to automate work tasks, Meta joined the fray with a more domestic vision of an AI assistant that’s in the room when you sleep, lift weights and bake cookies with your daughter.

In a lengthy essay posted to Meta’s newsroom on Monday, Mark Zuckerberg described what he called “personal superintelligence”—an AI agent that works “24/7 on your behalf” across every facet of life.

“It helps keep me healthy by monitoring my sleep and then watching as I train and giving feedback,” he wrote. “My daughter loves to bake so my agent plans personalized recipes for us to make together each weekend, orders the ingredients, and then offers suggestions as we’re baking.” He added that his 8-year-old is already coding her own ideas and producing videos with the technology, and that the two of them are “designing a robot together.”

“It’s not a tool, it’s involving an AI in the most intimate moments with his family,” Sherry Turkle, the founding director of MIT’s Initiative on Technology and Self, told Fortune. “What is the AI doing that a loving father couldn’t do or a loving father wouldn’t want to do?”

Meta is asking the public to trust an always-on agent with sleep data, workout footage and a child’s afternoon in the kitchen at the same moment the company is fighting to convince regulators, lawmakers and the public that it can be trusted with far less sensitive information. The FTC opened an inquiry in September 2025 into how Meta and six other companies protect children who use AI chatbots as companions, after reports that Meta’s chatbots had engaged in inappropriate exchanges with minors—pressure that pushed Meta to roll out parental controls and, as recently as January, to pause teen access to its AI characters altogether.

It’s also a hard sell for a company whose core business is advertising. Meta’s own Ray-Ban smart glasses — the device Zuckerberg said will let people “interact with your agent” while staying “present in the moment”—are also the product he’s positioning as the delivery mechanism for a service reportedly capable of gathering “continuous audio” and photos “every few seconds.” Zuckerberg selling an AI assistant that manages households also revives Facebook’s previous reckonings with privacy. In 2018, the company acknowledged that political consulting firm Cambridge Analytica had improperly obtained the personal data of up to 87 million Facebook users through a personality-quiz app, and then sold the harvested data to the firm in violation of Facebook’s rules.

Turkle told Fortune that Zuckerberg’s AI vision will “delegate things that other people savor” by involving an AI assistant in their health, lifestyle, home management and careers.

“It’s a dystopian view of a human future,” Turkle said.

The essay’s core argument isn’t new: Zuckerberg made nearly the same pitch in a Wall Street Journal op-ed “The AI Future Is for Everyone,” published July 28—two days before Meta reported quarterly earnings showing free cash flow had dropped 91% to $784 million as legal costs and layoffs tied to its AI push mounted. eMarketer analyst Minda Smiley previously told the Associated Press that the “optimistic, positive tone” Zuckerberg strikes in such essays “stands in stark contrast to the negative sentiment that’s building toward social media companies over claims that they’ve harmed and addicted kids,” adding that the juxtaposition “could make it more difficult for Meta to build credibility in an area where it’s already a laggard.”

Meta’s rivals are framing their own ambitions in similarly sweeping terms, though its domestic emphasis sets it apart from the office-work-focused agents offered up by OpenAI, Google and Anthropic.

OpenAI’s Sam Altman said “this is the moment” for superintelligent AI, though his company’s rollout so far skews toward the office rather than the living room with ChatGPT Work agent—launched last month—built to help white-collar workers automate presentations and multistep workplace tasks. Google similarly skews toward automating office work, with Gemini Spark, unveiled in May, can draft emails, manage calendars and complete tasks, with Denis Hassabis telling Axios that AI agents are a “practice run” for artificial general intelligence, a hypothetical AI that surpasses humans. Anthropic has struck a more cautious tone, with Dario Amodei writing a 2,000 word essay on how AI “will test” humanity and expressing discomfort with the idea of a handful of companies steering the technology’s future, even as Claude Code and Cowork are deployed by companies for increasingly autonomous tasks.

But Turkle explained the rise of AI agents automating tasks and expanding their presence in daily life forces people to confront the question of what they’re willing to delegate out because it’s “burdensome” and describes AI now becoming “an intimate machine” it wasn’t initially supposed to be.

“That wasn’t the hook that made people excited about this, that would take over their domestic life,” Turkle told Fortune. “Most people are struggling to find ways to spend a little bit more time with their kids, not how to get the AI to do that so that they can watch the AI.”

Meta did not respond to Fortune‘s request for comment.