Three weeks after launch, Meta’s personal AI agent Muse has crossed 3.4 million downloads according to Sensor Tower estimates — a number that doesn’t yet account for the Meta Connect bump from this week. The app has held the number one spot on both the US App Store and Google Play since September 18 and 19 respectively, and daily active users jumped 27% on Wednesday alone as Connect announcements landed.
In its first two weeks, Muse averaged 55% day-over-day download growth. ChatGPT averaged 24% in its first 10 days. Claude and Grok both saw download growth decline during their respective launches. Muse also outpaced Meta’s own Meta AI app, which logged 773,000 downloads in the same post-launch window that Muse cleared 902,000.
Meta’s distribution muscle is what is at work here. House ads promoting Muse rolled out across Facebook and Instagram on September 9 — one day after launch — and within 10 days Muse was receiving more internal promotional placement than any other Meta property. By September 22, it ranked among the top 10 brands by ad spend across mobile networks, with campaigns also running on Reddit, TikTok, and YouTube. Still, ads accounted for only 6% of ad impressions through September 19. The majority of Muse’s traction has been organic.
At Connect this week, Zuckerberg used the keynote to go significantly further on Muse’s roadmap. Real-time voice mode — where Muse handles background tasks while a conversation is still ongoing — is coming, along with a dedicated Muse email address, video chat with the Muse avatar, and Mac computer use that gives the agent access to files, messages, calendar, notes, and mail inside native applications. On the commerce side, Meta has locked in partnerships with Stripe, Shopify, PayPal, Best Buy, Gap, Sephora, Walmart, Wayfair, and Expedia. Muse can now agenically browse the full Shopify catalogue and execute purchases through Shop Pay. Smart glasses integration across Ray-Ban, Oakley, and a new Meta Glasses lineup brings Muse off the phone entirely — a hands-free AI agent that follows you through the day.
The product ambition is significant. So is the friction it’s generating. Amazon has blocked Muse from accessing its shopping site, citing privacy and security concerns — specifically that the agent bypasses Amazon’s personalisation features and appears to capture and store customer credentials. It’s the first major platform pushback against Muse’s agentic access model, and it won’t be the last as the agent expands into more connected services.
The security history compounds that concern. Muse launched on September 8 and within its first week, internal testers reported it was exposing private photos — a bug that landed in the middle of Zuckerberg’s argument that market incentives and liability are sufficient to ensure responsible AI development. Meta patched it. But it is the kind of episode that follows an agent asking for deeper and deeper system permissions.
Meta stock closed at $777.59 on Thursday, up 4.5% in a single session and approximately 37% for September alone — its best month in years. The market is reading Muse as a meaningful new revenue vector for a company that generated $60.8 billion in Q2 2026 revenue, almost entirely from advertising. Whether Muse’s agent model eventually threads into that ad engine — or builds something adjacent to it through commerce and subscriptions — is the strategic question sitting underneath every download number.