Meta is quickly racking up downloads for its Muse AI assistant, but the next step for Mark Zuckerberg is getting users to make the agent part of their everyday routines For the past week, Meta’s artificial-intelligence assistant Muse has sat at the top of Apple’s U.S. The widespread popularity of the agent — a fuzzy customizable avatar capable of sending emails, booking reservations, making online purchases and more — has sent shares of Meta on a tear. The stock is up 31% since the beginning of the month.
But in a cutthroat AI ecosystem, no agent or application can afford to get too comfortable. As other companies race to push out new models and products, Meta will need to translate Muse’s initial buzz into an everyday consumer habit to stay in the lead. Can the social-media giant shape the next generation of user behavior?
According to a Thursday report from Sensor Tower, Muse has accumulated over 3.4 million downloads across the U.S. and Canada since its Sept. 8 launch. The report also highlighted that Grok Bot, SpaceX’s multi-agent platform, has picked up 2.2 million downloads since its August launch. Another AI assistant, Instinct, has risen in popularity recently as well.
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Morningstar analyst Malik Ahmed Khan believes that Meta has an unique advantage in growing its Muse platform given its existing distribution with Instagram, Facebook and WhatsApp. With the exception of Alphabet’s Google, “Meta is the only company that has experience scaling multiple platforms to multi-billion-user levels,” Khan told MarketWatch. Muse gives Meta a direct window into user habits which can help future product development, Khan added.
The company has identified nearly 400 “musecases” ranging from auditing unnecessary subscriptions to negotiating parking tickets. **More**: Could Meta’s viral Muse app be the company’s ChatGPT moment? JPMorgan analyst Doug Anmuth was further encouraged by the company’s path forward following Wednesday’s Meta Connect 2026 developer conference. Meta announced the third generation of its flagship Ray-Ban smart glasses, its first camera-free audio glasses, lightweight Meta VR glasses and the keychain-sized Muse Charm.
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