Meta has placed Muse, its personal AI agent , at the heart of its strategy . It's not just a simple chatbot: the company markets it as a tool capable of handling everyday tasks, from managing information to completing purchases. Launched amidst the fierce competition for AI leadership, the app has quickly become one of the most downloaded in the United States and Canada, even surpassing ChatGPT.
The move doesn't just affect users. Wall Street has reacted with gains and sees Muse as a potential new revenue stream for Meta, while travel platforms, search engines, and retailers are closely watching how one player could change the way people compare prices, book services, or make reservations. At the same time, the first incidents involving permissions and privacy have raised concerns and highlighted the need for clear boundaries.
Muse, the agent that Meta wants to turn into an everyday interface
Meta introduced Muse as a personal agent that performs actions on behalf of the user . Its functions include handling tasks and projects, making purchases, and completing errands. Unlike more traditional assistants, it can act autonomously and requests authorization only when the task is sensitive.
The app launched in September with a free version for all users and quickly rose to the top of the download charts in the United States and Canada, surpassing ChatGPT. This fact, repeated in several reports, has been one of the triggers for investor euphoria and the perception that Meta has found a product with massive potential.
The company has built its business around customer service and advertising. With Muse, it aims to get closer to the point of purchase and become the intermediary the user entrusts with a booking, a service, or a purchase. This position would allow it to capture value closer to the final decision, not just during the discovery phase.
From search to purchase: why it worries platforms and search engines
The main concern is disintermediation . If the agent searches, compares, and books on behalf of the user, travel platforms could lose part of their direct relationship with the customer. The same applies to search engines: if Muse takes over the search function, their business could suffer, according to several analyses.
The risk is concentrated in services where switching providers is inconvenient or expensive. Comparing prices, negotiating terms, and completing paperwork are barriers that an agent can reduce. Therefore, intermediaries whose primary value is presenting alternatives are particularly vulnerable.
In the case of travel agencies, the consequence wouldn't necessarily be losing all bookings, but rather competing to be chosen by the agent. Booking and Expedia might retain leads generated by Muse , but would see their direct connection with the consumer weaken. The fundamental question is who retains the power when the individual stops conducting the search and a machine does it on their behalf.
An expanding ecosystem: payments, commerce, and fees
Meta has integrated Muse with payment systems and merchants. Stripe and Shopify are key partners , enabling agents to complete purchases and operate online stores. The goal is to prevent users from having to leave the conversation or repeat information on each page.
The company is also exploring new monetization methods. A commission on each completed transaction is one option under consideration, in addition to commercial agreements and potential subscriptions. If Muse becomes the regular intermediary, Meta could capture revenue from usage rather than just advertising.
This move aligns with a broader trend: AI agents are evolving from chat windows into actionable layers. These layers can decide which merchant receives a sale , which platform handles a booking, or which service renews a subscription. Controlling these decision points has become a strategic variable.
The effect on the stock market: Meta accelerates and the market sees a new source of income
The market reaction has been swift. Since the launch, Meta's shares have risen sharply , and its market capitalization has reached recent highs, according to various reports. The company is thus consolidating its position among the largest technology companies by market capitalization.
Wall Street is beginning to view Muse as a potential new revenue stream . Analysts see the agent as a piece that strengthens Meta's position in the sector and could open up business avenues beyond traditional advertising.
The launch also coincides with a multi-billion dollar settlement in lawsuits related to social media addiction. Meta has committed to implementing changes for minors on Instagram and Facebook, which analysts say clears up some of the uncertainty surrounding the company.
Permissions, privacy and trust: the incidents that marred the premiere
The enthusiasm hasn't erased the misgivings. A Facebook Marketplace user recounted that Muse shared his pickup address with a buyer and accepted a low offer without notifying him beforehand. According to him, he had chosen the 'Allow Always' option, thinking the agent would still require approval for subsequent decisions.
The case illustrates the crux of the problem: providing data is not the same as authorizing its transmission . The user gave Muse their address, schedule, payment methods, and tone instructions, but did not expect that information to end up in the hands of third parties. Meta maintains that Muse is designed with security and privacy in mind and that permission controls and activity logs are in place.
The company has indicated that it will review how permissions are presented so that users better understand what they are authorizing. Trust will be key to preventing an agent that needs access to personal data from becoming an adoption problem. Experts recommend carefully reviewing each permission before allowing it to act on your behalf.
All this activity paints a complex picture. Muse has boosted downloads, shaken up the stock market, and forced a re-evaluation of the shopping and booking business , but it has also shown that AI agents need clear rules regarding data, permissions, and accountability. Meta has found a product with enormous potential, although its success will depend on users trusting it enough to let it make decisions and act on their behalf.
