Muse lets people spin up custom AI agents that can head out to the web and handle digital chores on their behalf. A standout feature is that Muse can tailor responses using a user's social content, including Facebook Marketplace and Instagram. It can also plug into third-party services such as Gmail, Apple and Google Calendars, OpenTable, and other sites through a browser.
The app is available to people 18 and older and also lives inside WhatsApp, so its reach likely extends beyond the standalone app's download count.
Meta's earlier, no-cost Meta AI app, which arrived in April, focuses on generating images and short videos and delivers a less personalized experience. Muse itself is free to try with limits, while paid plans at $20 or $100 per month provide more weekly tokens.
In the first six days after launch on Sept. 8, Muse cleared more than 902,000 downloads, according to Sensor Tower senior insights analyst Abe Yousef. For comparison, the Meta AI app drew 773,000 downloads over the same early period after its own release.
Early traction suggests Chief Executive Officer Mark Zuckerberg's push for personalized AI assistants is starting to resonate with everyday users, and that Meta's sizable investments in its server infrastructure and artificial-intelligence R&D may pay off down the line.
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"Meta has a hit on its hands with Muse," Evercore ISI analysts wrote Monday. They called it "a very tangible sign of successful product innovation" and said Meta's $200 billion in AI investments "have not been in vain," in a note led by Mark Mahaney. They added that user trends point to "a potentially very dramatic new driver of usage and engagement for Meta," with "substantial new monetization opportunities for Meta in the form of advertising, subscriptions and transaction revenue-share."
Shares of Meta rose as much as 11% on Monday. Through Friday's close, the stock was up about 0.9% for the year. Muse's quick success has also been associated with gains among key Meta suppliers, especially chipmakers: Advanced Micro Devices climbed as much as 10% - a move that, if it held to the close, would lift AMD's market value above $1 trillion - while Intel gained up to 15% and Arm Holdings advanced 16%.
If Muse keeps pulling in users - including those tapping it inside WhatsApp and linking outside services - Meta gets more shots at revenue from ads, subscriptions and transactions. For regular investors, the early pop in Meta and the rally in suppliers show how fast fresh AI products can ripple through related stocks, even as the long term still hinges on whether engagement turns into durable cash flows.
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