Meta (NASDAQ: META) announced Muse on September 8, 2026, a personal AI agent designed to complete tasks and answer questions. It is rolling out in the United States on iOS, Android, and muse.ai, works inside WhatsApp, and is coming to Meta’s AI glasses. Muse runs on Muse Spark, the model family Meta introduced in April 2026 to replace Llama as its frontier large language model (LLM).
Let us explain.
Muse is Meta’s agentic AI system that uses tools to conduct tasks. The end user types a goal into the chatbot, and Muse plans steps, uses tools, opens a browser on its own cloud computer, acts across the web and connected apps, fills forms, books travel, shops, drafts email, and runs in the background until the entirety of that chatbot request is completed (even if the end user closes the app; It pauses and asks before hard-to-reverse steps such as sending a message or paying). Muse is the product meant to act compared to an LLM which is meant to answer.
How does Meta monetize Muse?
Meta’s pricing page suggests it is free with a weekly usage cap of around 100 million tokens, Power at $20 a month or about 500 million tokens a week, and Maximum at $100 a month which is about 3 billion tokens a week. If 10% of their consumers sign up for the mid-tier Power at $20 month, it implies $86.4 billion in incremental annual revenue.
Muse could potentially serve Meta’s enormous captive audience of 3.6 billion consumers who use the company’s social media apps every day. What is also interesting to us is that Meta publishes a token limit per pricing tier and as far as we can tell Chat-GPT, Anthropic and Grok do not. In other words, Meta is building a sandbox around runaway token usage and wants to map out payback. We can’t say we blame them; Meta guided 2026 capital spending to $130–145 billion, double 2025, with AI infrastructure and data centers the main driver.
Meta is connecting their ecosystem.
At Meta Connect on September 23, 2026, Meta added brand and service connectors (Walmart, Sephora, Best Buy, Gap, Wayfair, PayPal, with Expedia and others named as coming) and said users would get a personal avatar they can video-chat with, plus a Muse email address. A small-business version, announced September 29, added work connectors such as Slack, QuickBooks, Shopify, and Stripe.
How some of the processes work:
- Each person gets a dedicated cloud machine, Muse Secure VM, with its own browser, file system, and storage. No other person’s agent can reach it, and the user can watch the browser and take over.
- A separate process, Sentinel, sits apart from the agent. Nothing Muse does reaches the internet unless Sentinel approves it, and it asks permission before hard-to-reverse actions such as sending email or paying.
- Credentials go into secure storage. Muse is not supposed to see passwords or real card numbers. Checkout uses Stripe Link, which issues a one-time card, so the real card stays hidden, with Link’s purchase protections on eligible buys. Shop Pay and 1Password support were described as coming.
- Later in 2026 Meta said it would offer Muse Confidential VM, with the whole machine encrypted under a key only the user holds.
Muse Spark is the model line from Meta Superintelligence Labs, introduced April 8, 2026, as the first model in the Muse family and Meta’s stated path toward “personal superintelligence.” It replaced the Llama line as the public flagship. It is natively multimodal, built for tool use, visual chain-of-thought, and multi-agent orchestration.
It first shipped in the Meta AI app and on meta.ai, then onto WhatsApp, Instagram, Facebook, Messenger, and Ray-Ban and Oakley Meta glasses. Developers get it through the Meta Model API. A “Contemplating” mode runs several agents in parallel for harder problems.
Meta’s size, scale, and scope is unparalleled.
In the June 2026 quarter, Meta generated $60.8 billion in revenue, up 28% from a year earlier. About $59.4 billion of that was advertising. Profits for the quarter were $15.8 billion, down 14% from a year earlier, because spending rose sharply (including legal costs and severance). Over the prior 12 months, revenue was about $228 billion and profit about $68 billion. Mark Zuckerberg is the founder, chairman, and chief executive officer of Meta Platforms. Meta, formerly Facebook, owns Facebook, Instagram, WhatsApp, and Messenger.
