Meta launches Muse, a personal AI agent for everyone
Muse books tickets, schedules appointments, fills in forms and shops for you. US only for now, with free, $20 and $100 plans.
What does it do?
Meta introduced Muse on September 8 and pitched it as "a personal AI agent for everyone". Muse can buy movie tickets, schedule appointments, send email, book travel, fill in forms and shop on the user's behalf. Meta's examples also include selling a car for a better price, negotiating lower bills and adjusting a training plan. It keeps working after the app is closed and comes back when something changes or it needs approval.
Muse runs on Muse Spark, which Meta calls its most capable model. The same model family powered Muse Code, the coding agent released in August.
How does it work?
Each user's Muse runs on a separate virtual computer in the cloud with its own browser, which Meta calls the Muse Secure VM. A second agent called Sentinel runs on the same machine but is kept apart at the system level, and it approves every action that goes out to the internet. According to Meta, Muse cannot see users' passwords or payment methods; payments go through Stripe's Link, with Shop Pay support coming. Sensitive steps such as sending email or buying something require user approval, and every action is logged.
Muse keeps memory across conversations: it remembers dietary preferences or saved recipes and can make suggestions unprompted. Users can have specific learned details deleted. Meta says conversations are not shared with its ad systems and that users can opt out of training.
Pricing and availability
Muse is US only for now, available on iOS, Android, WhatsApp and muse.ai. Support for Meta's AI glasses is listed as coming soon. The free tier shows remaining usage with a meter. For more usage there are Power at $20 a month and Maximum at $100 a month; Meta expects most people to stay on the free tier.
The trust question
Trust was the most debated part of the launch. TechCrunch recalled Meta's privacy record: in 2019 the company reached a $5 billion settlement with the US Federal Trade Commission over privacy violations, and it was long associated with the Cambridge Analytica scandal. For an agent with access to your email, calendar and payment tools, that history looks set to be discussed as much as the technical safeguards.
What it means for businesses
As agents like Muse spread, the one making the booking, placing the order or filling in the form will not always be a person. Businesses with clear information, transparent prices and availability, and simple forms make an agent's job easy. A confusing site with missing details may push the agent toward another option. Our AI agent explainer covers how these systems work.