The news: Meta launched Muse, a personal AI agent that is poised to automate more aspects of consumers’ digital lives.

Muse from Meta is a standalone app and browser that can manage personal tasks, including shopping, appointment handling, and fitness tracking. It can also be accessed via WhatsApp. The agent connects to users’ other apps—including Meta’s social media platforms, Gmail, and Shopify—to execute these tasks.

Powered by Muse Spark, Muse also learns from conversations with users and can proactively suggest tasks for itself. For example, it can offer to buy an article of clothing based on a saved Instagram post.

How we got here: Meta is under pressure to show returns on its mounting AI investments, especially as competitors OpenAI and Google continue to dominate.

• The company has made inroads by integrating AI into its highly populated platforms, including Facebook (which we expect will have 2.25 billion users this year) and Instagram (1.75 billion users).
• However, only 4.7% of US consumers view Meta AI as their preferred AI tool, putting Meta behind ChatGPT, Gemini, Copilot, Siri, and Claude.