SAN FRANCISCO, United States: Meta’s shares have returned to their summer 2025 levels after investors responded positively to the launch of Muse, the company’s artificial intelligence agent designed to expand its revenue opportunities beyond advertising.
The stock gained 4.5% on Thursday after rising more than 11% earlier in the week, marking its biggest single-day increase since April 2025.
Meta AI investment gains market attention
Meta’s share price reached around $778 after recovering from a late-March low of about $525 following legal challenges linked to concerns over the impact of its social media platforms on young people’s mental health.
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The company’s hea vy investment in artificial intelligence has also attracted attention from investors. Meta’s AI spending could reach $145 billion this year, raising questions over whether the company can generate sufficient returns from its technology investments.
Muse AI expands assistant capabilities
Launched on 8 September in the United States and 18 September in Canada, Muse is a multitasking AI assistant capable of carrying out tasks on behalf of users, including booking trips, sending emails and making purchases.
The service is available to users aged over 18 and is free with usage limits. Optional subscriptions priced at $20 or $100 per month provide access to additional features.
According to data from Apptopia, Muse was downloaded 1.8 million times on iPhones in North America within its first two weeks, compared with 1.3 million downloads for ChatGPT during its initial app launch period in May 2023.
Smart glasses and retail partnerships planned
During Meta’s annual Connect conference, the company announced plans to bring Muse to its smart glasses and revealed partnerships with retailers including Walmart, allowing the company to explore commission-based revenue from purchases made through the AI assistant.
However, Amazon blocked Muse from accessing its platform after raising concerns that Meta’s AI agent did not properly identify itself while browsing and stored customer login information. Meta said Muse does not access passwords or payment details.
Analysts divided over Muse’s future
JPMorgan raised its price target for Meta to $920, saying Muse could become one of the most widely used consumer AI applications since ChatGPT.
Some analysts remain cautious, with an Oppenheimer survey showing limited public trust in Meta storing passwords for other applications required for AI agents to operate on users’ behalf.
Meta says its platforms have more than 3.6 billion daily users, giving Muse access to a large potential audience as the company expands its artificial intelligence services.
