On Tuesday, Meta rolled out an AI personal agent and is initially charging only some users for access, debuting it amid heightened scrutiny and public skepticism across the company and the AI sector.
Meta says Muse can take on chores like setting appointments, completing online forms, and even keeping an eye on home security camera feeds. The app is designed to feel approachable, friendly, and explainable, and not too complicated, Wang told CNBC. "Behind the scenes, Muse might be doing very advanced coding workflows, or building sophisticated integrations, or doing quite a lot of heavy lifting while keeping that very sort of simple for the user," he said.
Muse also includes a customizable feed that can pull in updates from linked Facebook and Instagram accounts and select articles or stories from the web for summary. You'll also be able to use the agent in WhatsApp, but that edition will omit features like the customizable feed and an ideas section that suggests AI agent tips and tricks. "The core functionality that you have in the main conversation with your agent is the same across those two services," Wang said.
Wang said Muse will come in a free tier or as monthly subscriptions priced at $20 or $100, depending on usage. In the U.S., people can get the personal agent on iOS, Android, or a dedicated website, and Meta says support for the company's Ray-Ban Meta glasses will come later.
Meta is looking to diversify revenue beyond ads. This launch builds on earlier moves, including the Muse Code AI tool for developers and additional subscription options. According to Wang, Meta is considering monetization options, for example taking a percentage of shopping transactions initiated by AI agents, though nothing has been finalized.
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To address safety concerns, Wang said the app runs in its own isolated environment within Meta's infrastructure, "never sees your actual passwords or payment details and asks before doing anything sensitive." Users must opt out if they do not want their interactions with Muse to help train Meta's AI models. If they do not opt out, Meta will scrub "critical personally identifying information" before using agent conversations and interactions to improve models, said David Singleton, Meta's vice president of engineering.
Meta is inviting third-party security researchers to probe Muse for vulnerabilities through a bug bounty program that offers financial rewards. As the company put it in a technical post, "We've hardened Muse based on extensive dogfooding, agentic red teaming, and against issues found in real adversarial scenarios by security researchers in our private bug bounty program."
Last year, Meta CEO Mark Zuckerberg brought Wang on board in connection with a $14 billion investment in Wang's startup, Scale AI, and has been signaling to investors that supercharged assistants capable of scanning emails or hunting for furniture deals are the company's next big AI swing. On the company's July earnings call, Zuckerberg described "new personal agents that will be the foundation for our next wave of products and revenue lines in the months and years ahead." The timing is complicated: Meta is pushing to show returns on heavy AI spending while contending with mounting pushback over AI data centers, worries about cybersecurity risks from agents and their underlying models, and legal headwinds.
The broader market is moving agent-first too. After the rapid rise of OpenClaw, a tool used by coders to manage models that power digital assistants, companies such as OpenAI and Google, along with startups like Town, have rolled out their own agentic features. Wang said Muse aims to be easier for a broader audience to use than rival offerings, while noting it is still "pretty early in in this new era of personal agents."
What it means for your money: Muse is another test of whether Meta can turn AI from massive infrastructure spend into new revenue beyond ads. Watch adoption of the free and paid tiers, whether commerce take rates materialize, and how privacy controls land with users. If you use Meta's apps already, the agent shows up where you are, and you control whether your chats help train models by choosing to opt out.
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