Meta's new AI personal agent app, Muse, has only been on the market for two weeks and has already become the most popular free app in the Apple App Store in the United States, dethroning ChatGPT. This meteoric rise has not only captured the attention of users but has also generated a wave of optimism among investors, who see this launch as a clear sign that Meta finally has a compelling product story in the field of AI.
The launch of Muse coincided with a significant surge in Meta Platforms' value. On Monday, the company's stock jumped more than 11%, closing at $741,25, its highest level since October 2025. This move, which added nearly $192.000 billion to the company's market capitalization, was largely driven by the rapid adoption of Muse and Wells Fargo's decision to raise its price target for Meta's stock from $640 to $796, a revision that has boosted the company's AI strategy.
Download success and leadership in the App Store
According to Sensor Tower data, Muse registered 730.000 downloads in its first five days , and by the following Monday, it had already surpassed 2,5 million combined downloads across iOS and Android. This figure contrasts sharply with Claude's 400.000 downloads and Grok's 200.000 during the same period. Although ChatGPT still leads the pack with 3,1 million downloads in that window, Muse's rapid rise demonstrates that consumers are embracing the idea of ​​an assistant that not only answers questions but also performs complex tasks.
The Meta app has become the first large-scale example of a personal AI agent capable of filling out forms, booking trips with specialized apps , making purchases, and managing email, all with the user's approval. This practical functionality has led many to try it, and success stories have quickly emerged. One user shared on X how Muse changed their car insurance policy, saving them $3.500 a year in just five minutes. Another user highlighted the app's ability to find a jacket with active discount codes and complete the purchase at the lowest price.
Amazon blocks Muse due to security concerns
Muse's path is not without obstacles. Amazon has decided to block Meta's agent's access to its shopping site, claiming that the tool does not identify itself as a bot, bypasses the platform's personalization features, and could capture and store customer login credentials without permission. An Amazon spokesperson stated that "it's quite simple that third-party applications that offer to make purchases on behalf of customers should operate openly and respect service providers' decisions about whether or not to participate." This stance has sparked debate about the relationship between AI assistants and e-commerce platforms, and it's not the first time Amazon has taken action: it has already placed obstacles in the way of other agents such as Perplexity and those from Google and OpenAI.
Despite this block, Meta has assured users that Muse has no visibility into their passwords or payment methods, and that shared credentials are stored in a secure environment, allowing the agent to use them without visual access. The company insists that the agent operates in a secure virtual machine with its own browser and uses a monitor called Sentinel to approve each action before execution. However, Amazon maintains that unidentified agents pose a risk to the shopping experience and the security of personal data.
Meta Connect: the next big event
Muse's success comes just ahead of Meta Connect, the company's annual conference taking place on September 23 and 24. At this event, Mark Zuckerberg is expected to unveil the latest developments in artificial intelligence and wearables. Investors see this conference as an opportunity for Meta to detail its AI agent roadmap and its integration with products like smart glasses . The positive reaction to the stock indicates that the market is confident Meta can solidify its position as a leader in consumer AI.
Analysts like Stacy Rasgon of Bernstein point out that most agentic AI tools to date haven't been designed for everyday users, but Muse seems like a determined attempt to change that. Meta's strategy of offering the app for free, with monthly subscriptions of $20 or $100 for more intensive use, opens up a new revenue stream beyond advertising. Furthermore, integration with apps like Instagram, WhatsApp, and Facebook provides a massive distribution channel that's hard to match.
It's important to remember that Meta has faced delays in its AI models and criticism for its high infrastructure spending. The company anticipates capital expenditures of between $130.000 billion and $145.000 billion this year, which has put pressure on its free cash flow. However, the initial success of Muse and Wells Fargo's improved price target suggest that investors are willing to give the company a chance if it demonstrates that its investment translates into products used by millions of people.
Wall Street's reaction has been clear: Monday's move was the biggest daily increase since April 2025. The surge occurred in Meta's stock price, as well as in other tech companies like AMD, Intel, and Arm, which also benefited from expectations of increased demand for AI processors. In just three months, Meta's shares have risen nearly 30%, although they are still down 5% over the past twelve months compared to rivals like Amazon and Google.
However, the adoption of Muse is just the first step. It remains to be seen whether the app can maintain interest beyond the initial novelty and whether the conversion to paid subscriptions will be enough to recoup such a costly infrastructure. The battle with Amazon and the privacy challenges serve as reminders that AI agents need to earn the trust of both users and external platforms. Time will tell if Muse becomes a lasting success or just another mirage in the fast-paced world of AI.