Wall Street analysts are increasingly viewing Meta Platforms’ new AI assistant, Muse, as a potential new revenue engine for the technology giant as the company expands beyond its advertising-driven business.
Launched on September 8, Muse can perform tasks including sending emails, booking travel and completing transactions on behalf of users. The service has a free tier, while heavier users can subscribe for $20 or $100 per month.
The AI agent recorded about 2.8 million downloads during its first 12 days, according to data from Apptopia, exceeding the early download pace recorded by ChatGPT over a comparable period. Its early adoption has contributed to a sharp rise in Meta’s shares, which gained more than 20% since Muse’s launch at the time of the report.
Analysts are particularly focused on Muse’s ability to carry out multi-step tasks with limited user intervention. Jefferies estimates that the service could generate $10.8 billion in annual revenue if it reaches one billion users by the end of 2027 and converts 3% of them to paid subscriptions.
Meta’s broader AI strategy also includes business agents and other AI-powered services. The company reported that more than one million businesses were already using its business agents each week.
The development signals Meta’s effort to build additional revenue streams from AI while maintaining its large advertising business.
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