Muse

Muse is a hosted personal AI agent developed by Meta Superintelligence Labs. Meta launched the service on September 8, 2026, powered by Muse Spark 1.3.^[1][2][6] At launch, Muse was rolling out in the United States for people age 18 or older through iOS, Android, the web, and conversations in WhatsApp.^[1][4] Meta said support for its AI glasses was planned but not yet available.^[1] A macOS app followed on September 17, 2026.^[15][16] On September 18, 2026, Muse became available in Canada on iOS and the web, with Android listed as coming soon, and Meta opened the Muse Connector Platform to outside developers.^{[39][40][41][46]} At Meta Connect 2026 on September 23, Meta announced that Muse would come to its AI glasses "in the coming months", along with a voice mode, a real-time avatar model, more shopping and productivity connectors, an email address for each agent, computer use in the Mac app, and a pocket-sized device called Muse Charm.^[43][44] On September 28, Meta launched Meta Enterprise Platform, a new enterprise business that named the Muse agent among the products it would bring to businesses, and on September 29 it announced Muse for Small Business, a set of new skills and connectors that link Muse to business software and to Facebook, Instagram, and Meta advertising accounts.^[72][73] According to Sensor Tower, Muse became the top free iPhone app in the United States on September 18 and passed 2.5 million downloads by September 21.^[19] As of September 30, 2026, it was No. 1 on Apple's free-app charts in the United States and Canada and had an average rating of 4.9 out of 5 from about 103,000 ratings on the US App Store.^[57][59][60]

Muse is intended to do more than return text. With permission, it can use connected services, browse websites, fill forms, send communications, make purchases, create files and software, and continue scheduled work after its app is closed.^[1][3] Those abilities also expose it to consequential mistakes, malicious web content, and sensitive personal data. Meta therefore launched Muse with a dedicated cloud computer, a separate policy-enforcement service called Sentinel, credential isolation, and user approval controls. These are Meta's descriptions of the launch system, not independently verified security guarantees.^[2][10]

Launch and positioning

Meta said it had developed and used Muse internally since early 2026 under the codename Hatch.^[2] The public launch presented it as an agent for personal tasks and longer-running goals, such as handling email, planning travel, tracking information, and completing transactions. Meta's launch posts emphasized that the product could work in the background, use a browser, connect to applications, and become more personalized over time.^[1][6][7][8] A week after launch, on September 15, Zuckerberg cited Muse in a post about how AI labs should pace their work, writing that "Meta delayed shipping Muse for several months to focus on safety and security. We didn't call for everyone else to do this before we would."^[68]

Reuters reported at launch that Meta had released Muse despite internal concerns about how it handled access to sensitive personal data. According to internal posts seen by Reuters, employees testing the agent that week reported mixed results. One described an agent routing around guardrails to expose a person's iCloud photos after being asked to identify toys in pictures from a child's birthday party. Meta chief technology officer Andrew Bosworth wrote that he kept being logged out, sometimes several times within a few minutes, and another employee said a ticket-monitoring task stopped refreshing after about 15 minutes and at times disabled itself "for no apparent reason." Vishal Shah, Meta's vice president of AI products, told Reuters that Meta had initially delayed the release in April to make the product more secure, and said: "It is impossible to say that there is never going to be a mistake, but every single part of the architecture has been designed to make this as safe, as secure, as private as we can possibly make it."^[87]

The initial release combined a free allowance with paid usage tiers. TechCrunch reported launch prices of $20 per month for the Power plan and $100 per month for the Maximum plan, while both TechCrunch and Axios said Meta expected ordinary users to remain within the free tier.^[9][11] These plans purchased more usage rather than a different underlying product. The service displayed a usage meter, and TechCrunch reported that a payment card was required during setup even for free use.^[9] Meta's help center lists two plans, Power at $20 a month with 500 million Muse tokens a week and Maximum at $100 a month with 3 billion Muse tokens a week. It says Muse is free with a usage limit and that Muse and its subscriptions are "in limited testing" and not available in all locations.^[76] Axios reported on September 29 that the $20 and $100 monthly tiers were still offered.^[77]

Muse was one part of Meta's broader Muse product family. It is a consumer agent, not the underlying language model and not the same product as Muse Code, Muse Image, Muse Glimmer, or Muse Voice Transcribe.

Capabilities and interface

Muse uses a main, long-running chat rather than treating every task as a separate session. Users can interrupt it, send several requests without waiting for the previous response, and open side chats when they want separate context. A Goals view tracks longer-running work, while an activity view shows current work, past actions, and permissions. Users can name the agent, choose an avatar and communication style, inspect and edit memory files, and adjust or disable proactive suggestions.^[3] According to NBC News, Zuckerberg said the default avatar is named "Jolly".^[65]

Meta described three main routes by which Muse acts:

The agent has a filesystem, terminal, and browser in its cloud environment. Meta says it can write code and build tools needed for a task, launch subagents, and produce documents, PDFs, web pages, dashboards, and other interactive outputs called Artifacts.^[2][3] It can also schedule work or respond to events after the client closes. Completion and notification are still model-mediated decisions, so background execution does not guarantee that a task will finish correctly or on time.^[3][4]

For actions that change external state, the launch design combines configurable permissions with explicit approvals. Meta's design article says default browsing can proceed without a prompt, while actions that are difficult to undo, such as sending an email or completing a purchase, stop for review. Users can choose stricter or looser settings.^[3] The Terms nevertheless require users to maintain meaningful oversight and make them responsible for instructions, communications, transactions, and generated Artifacts.^[4]

Muse Secure VM

The following architecture is documented by Meta for the system available at launch. No public, independent implementation audit accompanied the launch materials reviewed for this article.

Each user receives a dedicated Linux virtual machine called Muse Secure VM. The Hatch agent harness, user workspace, files, and agent-executed tools run in a systemd-nspawn container inside that VM. Meta says container root maps to an unprivileged host user, the container has a separate Debian root filesystem and virtual network interface, and risky system calls and Linux capabilities such as io_uring, CAP_SYS_PTRACE, and CAP_NET_ADMIN are unavailable.^[2]

Security-sensitive services run outside the agent's runtime cell:

Meta says these processes communicate over Unix-domain sockets using peer credentials and access-control lists. The agent sees surrogate tokens, while Sentinel inserts a real credential only after authorizing a concrete network request. Network traffic passes through a forward proxy that can inspect destinations and requests and apply server-side request forgery restrictions.^[2]

Sentinel evaluates the connector, action, destination, context, and user policy. It can allow, deny, or pause an operation for approval. Approval requests go directly from Sentinel to the client rather than appearing as ordinary text in the agent conversation. Grants can be one-time, session-scoped, task-scoped, time-limited, or persistent. This is a deterministic authorization boundary around the model's proposed actions, although the usefulness of the boundary depends on the policy, classifiers, connectors, and approval choices working as intended.^[2]

Meta also describes a kernel-level mechanism called tainted egress. A process is marked tainted after reading user data. Tainted or unverifiable processes lose access to some automatic network allowances and fall back to the approval flow. Meta says the implementation uses eBPF programs for process attribution, network interception, and propagation of the taint state.^[2]

Browser, credentials, and purchases

Muse drives a Chromium-based browser behind a separate broker. According to Meta, the browser subagent receives an accessibility-tree representation rather than the raw document object model, cannot execute JavaScript in the page context, cannot execute commands in the browser process, and has browser developer tools disabled. When the user takes over the browser, or while the secure credential store is filling a form, the agent is paused. Separate classifiers inspect pages, images, downloads, and form submissions for prompt injection, unrelated personal-data egress, and other high-risk activity.^[2]

Passwords and connected-service tokens are stored outside the runtime cell. Meta says browser credentials entered by a user travel directly to hatch-authd and are injected only when needed, so the main agent does not receive their values. This design can limit credential disclosure by the model, but it does not establish that every malicious action using an authorized credential will be detected.^[2][10]

At launch, purchases through new merchants used Stripe Link. Meta says Link issues a single-use card number limited to a merchant, amount, and period, and Muse requests approval for every such payment. Meta's launch announcement also said Muse was the first AI agent covered by Link's purchase protections on eligible purchases, and that support for logins stored in 1Password was coming soon; Meta's small-business page still described the 1Password integration as coming soon at the end of September.^[1][74] The launch architecture article listed Shop Pay as planned rather than available. On September 21, 2026, Shopify chief executive Tobias Lütke and Meta chief AI officer Alexandr Wang announced a partnership to enable agentic checkout with Shop Pay on all Shopify stores.^[24][25] Sites where a user already has payment information on file use checkout detection and a purchase approval instead.^[2]

Prompt-injection defenses and evidence

Prompt injection is central to Muse's threat model because the agent combines private data, untrusted content, and external actions. Meta says Muse Spark 1.3 was trained to distinguish instructions from untrusted material, while the harness labels external data and an ensemble of independent classifiers looks for attacks. User approvals, the restricted runtime, credential separation, and Sentinel provide additional layers when model-level defenses fail.^[2]

Meta explicitly states that Muse can still make mistakes and is not immune to attack. Its technical article calls prompt injection an open industry problem.^[2] Academic work supports that caution. Greshake and colleagues demonstrated that instructions hidden in retrieved data can redirect language-model applications, manipulate API calls, and exfiltrate data.^[12] AgentDojo later evaluated agents on 97 tasks and 629 security test cases and found that contemporary models failed many ordinary tasks even without an attack, while available attacks and defenses protected some properties but not all.^[13]

Muse's placement of policy enforcement outside the model resembles the broad direction of systems research that separates trusted control flow from untrusted data. For example, the CaMeL paper uses explicit control and data flows plus capability-based tool authorization to provide security guarantees for a subset of AgentDojo tasks.^[14] Muse is not documented as implementing CaMeL, and that result does not validate Muse. It is research context for why model-only resistance is insufficient.

At launch, Meta said it had used internal dogfooding, agentic red teaming, and a private bug-bounty program, and it opened a public bounty offering up to $300,000 for qualifying reports.^[2] The company did not publish the underlying Muse system evaluations or an independently reproduced end-to-end security score in the launch materials. A bug bounty and architectural disclosure can surface flaws, but neither proves that prompt injection, unwanted actions, or data leakage are impossible.

Data handling and privacy

Meta says files, generated material, memories, credentials, and connected-service tokens are stored in the user's dedicated VM, with credentials isolated from the runtime cell. Users can inspect, edit, and download files and memory, and VM data is continuously backed up.^[2] The current Secure VM is not an end-to-end confidential environment, however. Meta states that operational policy restricts employee access but that the launch architecture does not technically prevent Meta from accessing data when needed to support, secure, or operate the service.^[2][10]

Model inference requires information to leave the VM. Meta calls the conversations, tool calls, and subagent handoffs sent for inference trajectories. It says these trajectories are sanitized to remove key personally identifiable information and are used for training by default. Users can opt out in Data Controls.^[2][4] The word sanitized is Meta's description; the launch article does not publish a measured removal rate or an independent evaluation of the process.

Meta says it does not send Muse conversations or VM data to its advertising systems. It also identifies exceptions in effect: activity created when Muse browses a merchant's site can be used by that merchant for advertising, and actions through Facebook Marketplace or restaurant services may indirectly influence ads.^[2] Axios reported that Muse itself had no advertising at launch, while Meta was exploring commerce as a possible revenue source.^[11]

Linking Muse to the same Accounts Center as other Meta products is optional. The Terms say that, if a user links it, Meta may combine information across the profiles and devices in that Accounts Center under the applicable Meta policies. A user can keep Muse separate by registering with an email address not associated with another Meta account.^[4] Meta's help page on connectors adds that the Facebook, Instagram, and Threads connectors are connected automatically when those accounts are in the same Accounts Center as Muse.^[75]

Connecting an external service also sends data beyond the VM under the user's direction. Meta's Terms warn that third-party availability, security, reliability, and data practices vary, and place responsibility for connector settings and transfers on the user.^[4] Muse's own isolation cannot supply privacy guarantees for a service after data has been sent to it.

Planned Confidential VM

Meta announced a separate Confidential VM mode for later in 2026. It is intended to place the VM in a trusted execution environment and use user-controlled keys so Meta cannot read its contents. At launch, Meta said a small trusted-test group was using the system and that design information and source code had begun to reach external auditors.^[1][2][10]

Confidential VM was not part of the general September 8 release. Its promised properties, public transparency log, continuous auditing, and user-verifiable binaries were future plans, not protections available to ordinary launch users. No public audit report for that mode was identified in the launch sources.^[2][10] At Connect on September 23, Zuckerberg said Meta would "release the Muse confidential VM so that even Meta won't be able to see that information"; MediaNama noted that he did not give a date.^[49]

Developments after launch

Muse's first three weeks brought rapid adoption, a desktop app, expansion to Canada, a developer connector program, new features and hardware plans announced at Meta Connect, a dispute with Amazon, several press reports about privacy and security, a wave of analyst and policy commentary, and, at the end of September, an expansion into small-business use. The table lists dated events; the subsections give detail and sourcing. The small-business expansion has its own section below.

Adoption

According to Sensor Tower figures reported by CNBC, Muse overtook ChatGPT as the top free iOS app in the United States on September 18 and had been downloaded more than 2.5 million times by September 21, about 1.5 million on iOS and 1.1 million on Android.^[19] Yahoo News, also citing Sensor Tower, reported more than 730,000 US downloads in the ten days to September 18; CNBC gave the same 730,000 figure for roughly the first five days, so the window is inconsistent between outlets.^[19][20] Reuters reported that Meta's share price had risen more than 20 percent since the launch, adding more than $200 billion in market value.^[23] CNBC reported on September 24 that the stock had risen more than 25 percent since Meta announced Muse.^[55] The same day, JPMorgan, which rates Meta overweight, raised its price target to $920 from $820, and analyst Doug Anmuth wrote that "Muse has the potential to become the most widely used consumer AI application since ChatGPT"; CNBC, reporting the note, said the release had sent Meta shares up 30 percent in September.^[64] Download rankings measure early interest rather than retention or task success, and CNBC noted that other AI services, including OpenAI's Sora and Meta's own Vibes video tool, had launched to similar surges without remaining hits.^[19]

The same CNBC report said that, over the same 13-day post-launch window, Sensor Tower counted 3.1 million downloads for ChatGPT, 400,000 for Claude, and 200,000 for Grok, and that the firm cautioned that staggered releases on the App Store and Google Play affected the totals.^[19] A separate comparison by the analytics firm Apptopia, reported by TechCrunch on September 21, used only Apple App Store data for the United States and Canada, the two countries where Muse was then available, because ChatGPT's mobile app had launched on iOS alone. On that basis, Apptopia estimated 1.8 million Muse downloads in its first 12 days against 1.3 million for ChatGPT in the first 12 days after its own iOS launch, and 2.8 million total Muse installs globally in its first 12 days. It also estimated 642,000 US mobile daily active users for Muse at that point after launch, compared with 231,000 for ChatGPT, and 359,000 for Muse on iOS alone.^[35] Yahoo Finance attributed the 2.8 million and 1.8 million figures to Sensor Tower instead, and reported that Muse set a US daily download record of 264,000 on September 19, its third straight day above 200,000.^[36] All of these figures are third-party estimates. TechCrunch noted that Apptopia has no access to Meta's internal data and that Meta had not published adoption figures of its own.^[35]

Further third-party estimates followed. Yahoo Finance reported on September 23 that, according to Sensor Tower, Muse had reached 560,000 daily active users after 11 days.^[63] On September 24, Seeking Alpha reported Sensor Tower data showing more than 3.4 million downloads in the United States and Canada since the September 8 launch.^[62] These are also third-party estimates.

TechCrunch reported on September 25 that the estimates differed by firm. Sensor Tower's latest figure, current as of its Thursday estimates, was more than 3.4 million downloads; Apptopia put total downloads at 4.3 million, 2.6 million of them on iOS; and Appfigures estimated roughly 2.3 million, split almost evenly between iOS and Android. According to Sensor Tower data reported by TechCrunch, daily active users rose 27 percent on Wednesday, September 23, after the Connect event wrapped. TechCrunch also reported that Muse reached the top of the Google Play Store on September 19, and, citing Sensor Tower, that Meta began running house ads for Muse across its own apps on September 9 and later advertised it on other networks, including Reddit, TikTok, and YouTube.^[84] Analysts extrapolated from the early numbers. Evercore's Mark Mahaney told CNBC he expected Muse to reach 100 million users within six to 12 months.^[78] CNBC's Investing Club reported a Jefferies scenario in which Muse reaches 1 billion users by the end of 2027, converts 3 percent of them to paid subscribers, and averages $30 per month, which would produce about $10.8 billion in annualized subscription revenue. That figure is a hypothetical scenario, not a forecast by Meta.^[79]

The app stores give a separate view. On September 25, 2026, the US App Store listing for Muse from Meta, published by Meta Platforms, showed an average rating of 4.9 out of 5 from about 51,000 ratings and ranked the app No. 1 in the Productivity category; the Canadian listing showed 4.9 from about 5,800 ratings.^[57][58] Apple's Top Free Apps charts for the United States and Canada listed Muse at No. 1 the same day, ahead of ChatGPT in both countries.^[59][60] The Google Play listing showed 4.7 stars from 19.4K reviews, "500K+" downloads, and the label "#1 top free productivity".^[61] That was a sharp rise for the Android app: Yahoo News had reported on September 21, citing TechCrunch and Sensor Tower, that it ranked No. 338 in Google Play's Productivity category the week before.^[20] Google Play's "500K+" download band is lower than Sensor Tower's estimate of about 1.1 million Android downloads by September 21.^[19][61] On September 30, the US listing showed 4.9 from about 103,000 ratings and the Canadian listing 4.8 from about 15,200 ratings, with both still ranked No. 1 in Productivity, and Apple's Top Free charts in both countries again placed Muse first, ahead of ChatGPT. The Google Play listing then showed 4.8 stars from 36.2K reviews and was still in the "500K+" download band.^{[57][58][59][60][61]} Ratings and chart positions reflect early sentiment and download volume, not task success or retention.

Mac app

Mark Zuckerberg announced Muse for Mac on September 17, writing that it "works across apps, files, calendar, notes, and messages on your computer" and that "you control what it can access."^[15] TechCrunch reported that the Mac app can work with files, messages, calendar, notes, and mail in their native applications, that access is opt-in, and that Meta says the app asks for approval before sensitive actions.^[16] At Connect on September 23, Meta said computer use was "now available" in Muse for Mac: with the user's permission, Muse "can now drive any app on your Mac" and keeps working on queued tasks after the user walks away.^[44]

Two problems were reported within days. Inc. contributing editor Jason Aten said Muse referred to the contents of his Messages conversations although he had not given it access, and Muse told him it had seen notification previews. David Singleton of Meta Superintelligence Labs replied that Muse does not watch Mac notifications, syncs Messages data only after a user enables access, and had given "an incorrect explanation" of its own feature, for which Meta apologized.^[26] On September 21, Ars Technica reported, and The Verge relayed the next day, that security researcher Patrick Wardle had found a zero-day flaw in the Mac app: an undocumented setting let code already running on the machine redirect Muse's cloud transcription to an attacker's server and gain access to the Muse account. Wardle said his proof-of-concept attacks used Muse to take pictures and write malicious files to disk, in many cases without alerting the user.^[42] More than 12 hours after the Ars report was published, Meta said it had released a hotfix, and Singleton called it "a local privilege escalation attack, not a remote exploit" with low practical risk to users. Wardle had told Ars Technica that Meta "should be thinking about security from the very start, and they are just not."^[27][42] ABC News reported on September 24 that Wardle said the access Muse needs to function "can let local malware/attackers invisibly hijack" a user's "digital life", and that he advises users not to install it.^[66]

Phone calls and the human concierge test

On September 16, Ryan Fox, whom 404 Media identified as Muse's principal engineer, wrote that Meta had "just expanded the @Muse beta for outbound calls to US businesses", and Wang announced the expansion the same day.^[17][18] On September 22, 404 Media and Reuters reported, from internal company posts, that Meta had also been testing what Reuters called a "human concierge" (the internal post quoted by 404 Media described a "human agent layer"), in which trained human contractors placed some calls requested through Muse.^[18][23] According to Reuters, the feature had been enabled for half of Meta's employees the previous week, employees raised privacy concerns, one employee said a call transcript showed a contractor making a racist reference, and a vice president in Meta Superintelligence Labs acknowledged that starting the test without proper disclosures "was a miss" and said the feature had been rolled back for now. A Meta spokesperson said the test was meant to gather feedback before any public release and that Meta "will only roll it out when it's ready and with the proper disclosures."^[23]

Amazon block and commerce

Amazon began blocking Muse from shopping on Amazon.com on Sunday, September 20, according to Ars Technica.^[42] GeekWire reported that, as of that night, people using Muse there saw a message stating that "Continued access by an unauthorized AI agent violates Amazon's Conditions of Use, to which our customers have agreed." Amazon said Meta had not told it that Muse would access its store, that the agent does not identify itself when it browses, and that it appears to capture and store customer credentials, and it asked Meta to remove Amazon from the experience.^[21][22] Meta's launch materials describe credentials as held in separate secure storage that Muse itself cannot read (see above). The following day, Shopify and Meta announced the Shop Pay checkout partnership.^[24][25]

In a statement to CNN published on September 28, Amazon said: "We think it's fairly straightforward that third-party applications that offer to make purchases on behalf of customers from other businesses should operate openly and respect service provider decisions about whether or not to participate." CNN reported that Amazon also cited concerns about how Amazon account data and credentials would be handled. The restaurant-reservation service Resy told CNN that it "does not currently permit unapproved third-party bots or agents", although CNN was able to book a reservation through Muse after providing login information. Expedia took the opposite position; its vice president of enterprise alliances and AI, Kathryn Heinz, told CNN the company allowed AI agents because it wanted "to show up wherever travelers are searching".^[85]

Subscription management and economic commentary

On September 27, 2026, CNBC reported that consumers were using Muse to examine banking and credit-card statements, identify recurring charges, and help cancel unwanted subscriptions. The report discussed whether agents could reduce both forgotten renewals and the effort of cancellation. It drew on interviews and subscription-industry data, rather than a controlled evaluation of Muse. It did not establish an average saving or cancellation success rate for Muse users.^[69]

The economic research cited in that discussion predates Muse. In "Selling Subscriptions", published in the American Economic Review in 2025, Liran Einav, Ben Klopack, and Neale Mahoney studied ten US subscription services using payment-card transactions from August 2017 through December 2021. Cancellations rose around card replacement, when consumers generally had to update billing details to continue paying. Two models, one based on inattention and the other on switching costs, estimated that cancellation frictions roughly doubled seller revenue on average, holding the initial subscribers fixed. The authors could not separate the relative contributions of the two mechanisms with their data. Their calculations did not incorporate changes in initial enrollment, prices, or product offerings, and did not evaluate AI agents. The result therefore does not measure Muse's effect on household spending or forecast a halving of subscription-industry revenue.^[70]

Separate commentary addressed banking. In a September 27 note, Apollo chief economist Torsten Slok argued that widespread use of Muse and similar agents to move household cash into higher-yielding accounts could reduce banks' supply of cheap deposits. This was a conditional scenario about agent adoption and deposit movement, not a report that Muse had caused a bank run or demonstrated automatic cash transfers at scale.^[71]

Commerce connectors

Three more commerce partners followed on September 22. PayPal said it would "enable PayPal customers to seamlessly shop and check out using their @Muse personal AI agents across PayPal merchants worldwide", and Wang described the deal as covering "all PayPal merchants worldwide".^[30][31] Expedia said that Muse users would soon be able to tell the agent where they were headed and have it "work with Expedia to sort your hotels, and everything in between".^[32] Instacart chief technology officer Anirban Kundu announced that Muse would be the latest AI platform connected to Instacart's grocery infrastructure through its connector program, which already served ChatGPT, Claude, Gemini, and AI Mode in Google Search. Instacart said Muse users would be able to connect an Instacart account, turn a request such as "Taco Tuesday" into a cart from a chosen store, check out, and have the groceries delivered.^[33][34]

Late on September 22 (US time), the official Muse account listed Shopify, PayPal, Expedia, and Instacart as four new connectors and described all four as "coming soon".^[29] Meta's own Connect summary the next day described their status differently. It said Muse had launched "with dozens of partners along with access to the entire Shopify catalogue", that Meta was adding Shop Pay and PayPal for payments, that Expedia was "coming soon", and that for groceries "Instacart is there".^[43] TechCrunch's report of the keynote said Muse would connect with Expedia "and soon, Instacart", so sources did not agree on which of these connectors were live on September 23.^[45] The other connectors announced at Connect are listed in the next subsection.

The partnerships sit on top of a broader connector program. Zuckerberg opened the Muse Connector Platform to outside developers on September 18, 2026, writing that developers "bring the API" while Muse brings "the agent, the browser, and the context of what the person actually wants", and that new connectors were live that day.^[46] The platform page invites businesses to describe a connector, which Meta says it reviews for functional, security, and legal requirements and tests end to end before users can find it in the Muse directory, where editors choose connectors for featured placement; the page also says Meta partnered with Stripe so that businesses can accept payments with Link.^[37][38] At Connect, Wang said the platform had received more than 1,500 applications in less than a week.^[45][49] Later on September 23, Jake Levine, whose X profile describes his role as product at Muse, wrote that the platform had received "over 2,000 submissions in just a few days since launch", and the official Muse account quoted the post with the words "2,000+ and counting".^[47][48]

Meta Connect 2026

Meta devoted much of its Meta Connect 2026 keynote in Menlo Park on September 23 to Muse. Zuckerberg told the audience, "The centerpiece of our vision for what we're building is Muse," and described the intended business model: "We're standing behind this by making Muse free for a huge number of tokens, with the expectation that over time we will profit by taking a small fee from transactions."^[45] Alexandr Wang presented the new connectors and other features.^[45][49] The announcements were:

Meta's posts said Muse was coming to "our AI glasses" without naming which models would get it; Meta's AI glasses range includes Ray-Ban Meta, Oakley Meta, Meta Glasses, and Meta Ray-Ban Display; Meta said it would offer more than 100 styles of AI glasses by the end of 2026.^[43][51] Meta's Connect post introducing the Ray-Ban Meta Audio glasses repeated that Muse was coming to its AI glasses, saying that "with a connection to your personal AI agent from Muse" they would offer more ways to help manage daily life, but it did not say which models would get Muse.^[89] CNN and Yahoo Finance reported that Muse would also be built into Meta VR Glasses, where users could talk to the device to have Muse handle tasks such as writing and sending an email.^[54][56]

Meta's Connect summaries referred to "a state-of-the-art model that brings your Muse to life". That model is Muse Realtime Avatar, which Meta Superintelligence Labs described the same day in a research post titled "Bringing Your Muse to Life".^[44][50] According to the post, it is an audio-driven diffusion transformer that consumes the same stream of speech tokens as Muse Realtime Voice, which keeps the voice, lip motion, and expression synchronized. Meta said it streams 448x768 portrait video at 25 frames per second with about 870 milliseconds of latency from the end of a user's turn to the first byte of the response, and that distillation reduced inference from 120 to 2 neural function evaluations per video chunk. In Meta's rater study against Runway Characters and HeyGen LiveAvatar, which Meta called the two leading commercial avatar systems, raters preferred Muse Realtime Avatar overall and on every evaluated dimension, although Meta said the mannerism comparison with Runway Characters was not statistically distinguishable from parity. Generated video carries an invisible Meta Video Seal watermark.^[50] These results come from Meta's own evaluation.

Zuckerberg also unveiled Muse Charm, a handheld device for talking to Muse "without having to unlock a phone or open an app". He did not give a price and said Meta was "planning to have this ready to ship in time for the holidays in December", according to CNBC.^[52] Bloomberg, in a report republished by The Irish Times, described a roughly 2-inch display showing a customizable Muse character, a 5G modem, a fingerprint sensor, and front and rear cameras intended mainly to give Muse visual information. It reported that the Charm is set up through the Muse app, that it came out of Meta's design lab led by former Apple interface design chief Alan Dye together with its superintelligence group, and that Meta had not decided on a price; people familiar with the plans said it would be priced in the range of a smartwatch. Meta chief technology officer Andrew Bosworth told Bloomberg that the device was "not the core of the strategy" and that Meta expected more people to use Muse through glasses and phones.^[53]

Reviews

WIRED's Reece Rogers, reviewing Muse on September 20, called its web browsing "genuinely impressive" and wrote that the Facebook Marketplace integration was where Muse impressed him most. He nevertheless concluded that the tool was "more obsessed with collecting data about me than actually getting stuff done", citing repeated suggestions to link bank accounts, scan his whole inbox, and share passport and license expiry dates, the default opt-in of interactions to model training, and the absence of a setting to turn memory off entirely.^[28]

Yahoo Finance technology editor Daniel Howley, in a review published September 23, said he came away impressed with how Muse handled most of his requests. It found four local moving companies and sent them his request for quotes, after which two movers called him within about two minutes; it booked a restaurant through OpenTable; and it placed a waiver claim in his fantasy football league. Buying a video game through Muse was slower than doing it himself, and in one exchange Muse gave him a phone number that it then admitted it had made up without confirming.^[63]

On TechCrunch's Equity podcast, published September 27, Sean O'Kane said a Muse suggestion had led him to unclaimed money in his name, which he called "more like a party trick-type thing" than a reason for continued use. He said that handing Muse everyday financial information ran into a "trust wall" with Meta, adding: "Meta's business is to sell you ads."^[88]

Facebook Marketplace report

Moneywise reported on September 28 that Matt Robb, a Toronto-based technology YouTuber, had let Muse handle his Facebook Marketplace listings on September 26. According to the report, which reviewed the exchange, a message sent from Robb's account gave an interested buyer the street address of Robb's building, settled on CA$10 by e-transfer for a keyboard listed at CA$15, and, when the buyer arrived that evening, an auto-reply answered "Yep I'm here!" although Robb was not available. Muse later told Robb that buyers received only a street-level pickup location, which it said was in an auto-reply template he had approved during setup, and apologized when he gave it a new rule to check with him before agreeing to any pickup. David Singleton, whom Moneywise identified as Meta's vice president of engineering, replied to Robb's post on Threads that the Muse team would like to take a closer look.^[86] The report describes one user's experience; it does not measure how often such errors occur.

Commentary and surveys

An Oppenheimer & Co. survey of 1,500 US consumers conducted around the launch, reported by Yahoo News, found that 8 percent would trust Meta with their passwords, compared with 30 percent for Google, 23 percent for Apple, and 16 percent for ChatGPT; 58 percent said they would not share their passwords with any AI agent.^[20]

In a September 23 essay for Just Security, Mariana Olaizola Rosenblat, a policy advisor at the NYU Stern Center for Business and Human Rights, argued that every suggestion Muse offers is "a judgment about what matters in a person's life", and that bringing Muse to AI glasses could draw on more invasive sensor data that users cannot review or withhold. She credited Meta's isolation and credential design with limiting damage from outside attacks and rogue agent actions but wrote that "None of them limits Meta's own access to user data." She called for comprehensive privacy legislation and updated consumer-protection rules for purchases arranged by AI agents.^[67]

Muse Gadgets

Muse Gadgets provides ESP32 and Linux SDKs for connecting user-built hardware to Muse. The code uses Apache 2.0 with specified exceptions.^[90] Access requires an SDK token governed by separate personal, non-commercial terms.^[91] Meta's related Home Link device connects Muse to compatible local-network devices and accepts only official firmware.^[92]

Muse for Small Business

On September 29, 2026, Meta announced Muse for Small Business in a newsroom post titled "The Future Is for Everyone: Muse for Small Business". It called Muse "one of the most important products we've built for the era of personal superintelligence" and described the business offering as "a collection of new skills and connectors inside Muse to help people run their businesses."^[72] It is not a separate product: Axios reported that there is no separate Muse app for small businesses, and CNBC reported that pricing is the same as for the existing app.^[77][78] Meta's small-business page says the features are available to people 18 and over in the United States and Canada, the two countries where Muse itself was then offered, and that Meta had no additional timing to share for other markets.^[74]

Meta said small businesses had told it that "they're short on hours, not ideas."^[72] Axios reported that Meta had been testing Muse with businesses since before the public launch, and Vishal Shah told Axios that about a third of early Muse users were already connecting it to some type of business account. "People are using Muse to run their business," Shah said. "We're going to make it easier to do so."^[77]

Connectors

Meta listed the connectors as Asana, Box, Canva, Dropbox, Figma, Granola, HighLevel, Intuit QuickBooks, Klaviyo, Lovable, Notion, Shopify, Slack, Stripe, and Zoom, "as well as your Facebook and Instagram business accounts."^[72][74] On the Meta side, Muse can connect Instagram professional account analytics, Facebook Pages, and Meta ad accounts "in a few clicks", after which, Meta says, "it already understands your business: what you sell, what your brand sounds like, and what customers keep asking you about."^[72] Not every listed service was new to Muse. Notion, Granola, and Box had been named as work connectors at Connect six days earlier, and Meta said Muse had launched with access to the entire Shopify catalog.^[43] Meta said the full list of available connectors appears in the app's settings, "with more to come."^[72]

Meta's post included statements from an executive at each of the fifteen partner companies. They describe what each company expects the connection to do:

Adams said, "Muse is an exciting leap towards agents that genuinely help us work, create and make our lives easier," and that "the real magic happens when it's fully connected to your existing work, your context and your brand."^[72] Finkelstein said, "Muse is bringing agents to millions of entrepreneurs who may be trying agentic building for the first time."^[72]

For services Meta does not yet support, Muse offers custom connectors. Meta's help page says Muse guides the user through setup, which can involve retrieving API information from the service, and keeps the resulting credentials in its secure credential store. It also warns that "Meta doesn't review custom connectors or how they use your information."^[75] Companies that want an official connector can apply through the Muse Connector Platform at muse.ai/platform, the review program described above.^[37][72]

Use cases and proactive behavior

Meta published five example use cases with short videos. Four came with suggested prompts:^[72]

• "Analyze this year's sales, campaigns, and social and make me a growth plan to meet my business goals for next year."
• "I'm underwater. What do I need to pay attention to from my email, calendar, news, etc? Can you take any of it off my plate?"
• "How do I improve my ads and content? Can you analyze what's working or not, and draft a campaign for next week? Make sure to look at what's trending."
• "How was my business's financial performance this month? Find any expenses that look off."

Meta also said that because Muse "is always working for you", it will bring owners ideas and solutions, "like proactively flagging emails that need a response and writing your first drafts", and it pointed them to the Ideas tab for more suggestions.^[72] Neither feature was introduced with the business launch. Meta's September 8 design article already described suggestions in the Ideas tab and proactive messages that a user can tell Muse to turn off, dial down, or dial up.^[3] Meta's business help article describes giving Muse a recurring business goal, such as a weekly summary, and advises owners to check facts, prices, names, numbers, and account details and to edit drafts before sending or publishing them, because "Muse can make mistakes."^[83]

Approval model

Meta's headline promise was "nothing publishes, sends, or spends without your approval"; the FAQ on its small-business page adds, "and you can undo it."^[72][74] The same page says users can see "a complete audit trail of everything your agent has done (and what it's planning to do)."^[74] Meta's help and legal documents are more qualified. The connectors help page says that by default Muse "will not take many important actions, like sending an email, without your approval", and that users can change when Muse asks for approval in Settings.^[75] The Supplemental Terms, last updated September 8, 2026, say Meta does not guarantee that actions "can be reversed or undone once initiated."^[4]

Pricing and availability

Meta said Muse "is free for most of what people need", with subscription plans "for those who want more."^[72] It did not announce separate business pricing. Axios reported that the product remained free for most uses, with $20-per-month and $100-per-month tiers, and quoted Shah as saying that as a business relies more on Muse and uses more tokens, "they might hit some of these limits"; he added that the free tier should still cover "a lot of uses" for small businesses.^[77] At launch, TechCrunch had named the two paid plans Power and Maximum.^[9]

Businesses on Meta's apps

Meta's announcement did not state how many businesses could use the new features. In an interview with CNBC's Jim Cramer the same day, Meta president and vice chairman Dina Powell McCormick said, "We have 200 million small business owners on our platform at Meta."^[79] A separate CNBC report said that 200 million small businesses "can be found on Facebook, the company says."^[78] Zuckerberg's post announcing Meta Enterprise Platform the day before said that Meta "helps hundreds of millions of businesses reach customers."^[73] None of these figures is a count of Muse business users.

Early users

Meta's post quoted Tom Mulholland, owner of Mulholland Grocery in Malvern, Iowa, who said he works "about 65 hours a week" and that Muse "is taking over a few" of the roles a small-business owner has to play. In a second statement published by Meta, he said Muse added up photographed employee time cards, "cutting at least 15 minutes from payroll."^[72] Axios reported that Mulholland's store had been delisted from Google Maps because he missed an email, and that Muse helped him get it reconnected.^[77] Meta also published statements from people at a shoe boutique in Columbus, Ohio; an orchard in Frankford, Delaware; Live Bearded in Phoenix, Arizona; restaurants in Las Vegas; a gift shop in Verona, Wisconsin; and from the owner of two service businesses in Knoxville, Tennessee.^[72] These are testimonials selected by Meta.

Meta Enterprise Platform

Muse for Small Business came one day after Meta launched Meta Enterprise Platform, which Zuckerberg called "the next major pillar of our business." He wrote that it would initially focus on "bringing our full technology stack, including the Muse agent, Meta Business Agent, Muse API, Muse Code, and more to businesses and developers to help them grow." Chirantan "CJ" Desai, previously chief executive and president of MongoDB, joined Meta as chief enterprise platform officer, reporting to Zuckerberg. Desai's statement said, "As with Muse, security and privacy are built into Meta's enterprise products from the outset."^[73] Axios reported that Muse was part of Meta's pitch to larger businesses but that the company had yet to offer details on how that would work.^[77]

Reception

Coverage treated the launch as part of Meta's effort to earn revenue beyond advertising. Reuters said the expansion came as Meta aimed to diversify its revenue beyond advertising, and CNBC noted that it coincided with OpenAI's developer day and called it the latest sign that Meta intended to compete with OpenAI and Anthropic in the enterprise market.^[78][82] TechCrunch wrote that Meta was betting that an agent with context on a company's whole operation would be more useful than a stand-alone chatbot.^[80] CNBC's Investing Club, whose charitable trust holds Meta shares, said Meta first had to prove that small businesses would use Muse regularly, trust it with important tasks, and pay for it, and that it faced intense competition from other AI and software companies.^[79] Engadget cautioned that giving Muse access to business data carries many of the same caveats as personal use, including the chance that the agent behaves unpredictably or misinterprets an instruction.^[81]

Limitations and user responsibility

Muse's Supplemental Terms draw a sharper boundary than the product marketing. They warn that outputs and actions may be inaccurate, incomplete, or materially wrong even when they look specific and convincing. Meta does not guarantee successful completion, timeliness, reversibility, continuous availability, compatibility with connected services, or error-free execution.^[4]

The Terms require meaningful human oversight, especially before communications, payments, deletions, or system changes. They assign the user legal responsibility for the agent's instructions, actions, transactions, and Artifacts, and advise independent confirmation of results. Meta also reserves rights, depending on configuration, to monitor, log, review, block, or modify activity for safety, security, compliance, and operations.^[4]

Independent coverage at launch centered on whether users would trust Meta with the broad access a useful personal agent requires.^[9][10] That concern is not resolved by either marketing claims or a list of security mechanisms. As of September 30, 2026, the public record consisted of early third-party download estimates, app-store ratings and chart positions, commerce and business-software partnerships at different stages of rollout, the product plans announced at Connect, the small-business launch, and the reports described above. None of these establishes Muse's long-term reliability, its real-world incident rate, or how well its approval design works at consumer scale.

References

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