Meta Platforms is drawing growing attention from Wall Street as investors assess whether its new AI agent, Muse, can develop into a major source of revenue and strengthen the company’s position in the rapidly expanding consumer artificial intelligence market. Launched in September, Muse represents a shift from AI tools that primarily generate information toward software capable of taking actions on behalf of users. That distinction could prove important for Meta as it looks for ways to turn its large technology investments in artificial intelligence into sustainable business growth.
Muse was introduced as an AI assistant designed to handle practical tasks that traditionally require users to move between multiple applications and services. The system can send emails, arrange travel and carry out transactions, including helping users sell a vehicle. Instead of simply responding to a question or producing text, the agent is designed to complete a sequence of actions with limited intervention from the user.
Meta has adopted a subscription model alongside a free version of Muse. The basic service is available without charge, while more intensive users can choose paid plans priced at $20 or $100 per month. The approach gives consumers an opportunity to experiment with the technology before committing to a subscription, while also creating a potential path for Meta to generate recurring revenue from users who rely heavily on the agent.
The financial market’s response has been notable. Since Muse was launched, Meta shares have risen by more than 20%, outperforming the broader group of major US technology companies commonly known as the Magnificent Seven during the same period. The increase has added more than $200 billion to Meta’s market capitalization and pushed the company’s shares to their highest level in more than seven months as of the latest close. Meta stock was also up around 1% by Tuesday afternoon after climbing more than 11% during the previous trading session.
Investors appear to be treating Muse as more than another feature added to Meta’s existing collection of artificial intelligence products. The larger question is whether an AI agent that can perform useful tasks can establish a business model comparable to other major consumer technology platforms. If users begin depending on such software for everyday activities, subscriptions, transaction-related services and other commercial opportunities could eventually become significant sources of income.
J.P. Morgan analysts have expressed strong optimism about the product’s early performance. “While it is still early, we believe that Muse has the potential to become the most widely used consumer AI application since ChatGPT,” the analysts said. They pointed to Meta’s extensive distribution network, the product’s early signs of product-market fit and the availability of a free tier as factors that could encourage consumers to try the service and continue using it.
The early adoption figures have added to that optimism. Muse is currently available on iOS and Android, although its availability remains limited to users in the United States and Canada. Data from app analytics company Apptopia indicated that the application recorded about 2.8 million downloads during its first 12 days.
Comparisons with ChatGPT’s early performance have also attracted attention. On comparable measures, Muse reportedly recorded about 1.8 million downloads during its first 12 days, compared with approximately 1.3 million for OpenAI’s ChatGPT over a similar period. Download figures do not necessarily translate into long-term engagement or paying customers, but they provide an early indication of consumer interest in the product.
The more important test will be whether people continue using Muse after the novelty of a new AI product wears off. AI applications can attract millions of users quickly, but maintaining engagement requires the technology to deliver reliable results and solve problems that consumers encounter regularly. For an agent such as Muse, that challenge is even greater because users are handing the software responsibility for actions rather than simply asking it to provide information.
Early feedback has nevertheless highlighted one of the product’s central advantages. BofA Global Research analysts said, “functionality is resonating with users, particularly agent’s ability to execute multi-step tasks and workflows with limited user intervention.” That ability could distinguish agent-based AI from conventional chatbots, particularly as consumers become more comfortable allowing software to interact with other applications and services.
Meta also has an advantage that many newer AI companies do not possess: access to a huge existing consumer audience. The company operates some of the world’s largest social and communication platforms, giving it multiple channels through which it can introduce AI products and encourage adoption. The free version of Muse could further reduce the barrier for people who are curious about AI but unwilling to immediately pay for another subscription.
The market reaction has extended beyond Meta itself. The enthusiasm surrounding Muse contributed to a broader technology rally, with shares of semiconductor companies including AMD and Intel also moving higher. AMD crossed a $1 trillion valuation for the first time amid continued investor interest in companies benefiting from demand for computing infrastructure associated with artificial intelligence.
The connection between consumer AI applications and semiconductor demand reflects a broader development in the technology industry. More capable AI agents require substantial computing resources, particularly when they are expected to perform complex tasks continuously rather than simply respond to occasional questions. Greater consumer adoption could therefore create additional demand throughout the technology supply chain, from processors and data centers to cloud infrastructure and networking equipment.
“The market has interpreted Muse as a boon for the already significantly bottlenecked CPU market,” said Michael O’Rourke, chief market strategist at JonesTrading.
