Mark Zuckerberg really wants you to know he's a chain guy now

Mark Zuckerberg can't get enough of his gold chains — and the internet is in on the fun.

• Mark Zuckerberg has attracted attention for his style shift from awkward tech CEO to a more laid-back streetwear look.
• In particular, his newfound love of chains has gained the attention of many people on social media.
• Now, the Meta CEO is embracing memes and using his new image to promote Meta's AI tools.

Mark Zuckerberg can't get enough of his chains — and he's leaning into the memes about it to promote Meta's new AI tools.

Earlier this year, he debuted his new techy streetwear look — an oversized t-shirt and jeans paired with a chain and New Balance trainers.

The internet was taken by his new aesthetic and the endearing story behind his chain, designed with his daughters in mind.

Now, he's using the internet's obsession with his new look to Meta's advantage.

In an Instagram video, Zuckerberg chuckles as he opens an "epic new chain" from rapper T-Pain and shows it off using Meta's new video effects. The new Segment Anything AI model can track different objects in the same video, he wrote in the caption.

"The other one wasn't quite big enough, so this definitely is a vibe," Zuckerberg jokes while donning the new large chain.

People on social media have been closely following Zuckerberg's glow-up

When Zuckerberg took to Instagram in April to hype up Meta's new offerings, the internet brushed over the AI announcement to discuss his newfound "mob chic" look.

The memes that followed took his "glow up" to the next level when a doctored image of him sporting facial hair went viral on social media.

So this time, he put the chains centerstage in the video.

A week earlier, he posted an Instagram video trying out Meta's Llama 3.1 AI model.

He prompted the AI to generate an image of him wearing two gold chains — the result was an image of him covered in comically large chains. At the time of writing, the image is his profile picture on Threads.

His style has come a long way from the early days of Facebook, where his laid-back style consisted mostly of gray t-shirts.

Back then, he was labeled as awkward, and the internet continued to mock him in 2020 when a photo of him laden in suncream while electric surfing went viral.

In recent years, the Meta CEO has tried to revamp his image.

He's been winning people over with his more laid-back public persona and streetwear style. He's also been impressing the business world by open-sourcing Meta's AI model, Llama 3.1.

Zuckerberg has said that he is "getting a bit more comfortable just being me" as he gets older.