Key Takeaways
- Meta’s share price has surged over 20% in the fortnight following the release of its Muse AI agent.
- The Muse app achieved the number one position on Apple’s App Store, surpassing ChatGPT.
- Amazon has restricted Muse from completing transactions on its marketplace, referencing platform policy violations.
- Truist analysts project Muse could generate $28.5 billion in additional revenue for Meta by 2030.
- At Connect, Meta introduced new devices including Ray-Ban Meta Audio glasses and VR eyewear.
Shares of Meta have surged more than 20% during the past two weeks. This impressive rally came on the heels of Muse’s debut, the company’s innovative AI-powered personal assistant.
While the upward momentum has been consistent, one trading session particularly captured attention. Shares spiked 11% on Monday, marking the stock’s most substantial single-day advance since April 2025 and reaching its highest closing price since October.
The Muse application swiftly ascended to the pinnacle of Apple’s App Store charts. Within just days of becoming available, it overtook ChatGPT in download rankings.
During Wednesday’s Meta Connect presentationāthe company’s flagship annual developer conferenceāCEO Mark Zuckerberg highlighted the significance of this product. He characterized Muse as the “centerpiece” of Meta’s strategy to democratize AI technology for mainstream consumers.
“In the coming years, I expect that Muse is going to grow into the personal superintelligence that billions of people around the world are going to use to accomplish their goals and improve their lives,” Zuckerberg said.
The Muse agent offers capabilities including scheduling appointments, organizing travel itineraries, and completing online forms. Additional features enable monitoring home security systems and purchasing products from various retailers, with integrated payment processing through Shopify or Stripe.
However, Amazon has established firm boundaries. The e-commerce giant has prohibited Muse from executing transactions on its platform, asserting that the AI agent contravenes its service agreement.
When users attempt to direct Muse to make Amazon purchases, they encounter a notification indicating that “unauthorized AI agent” activity violates the company’s usage policies.
Amazon Protects Its Territory
Amazon’s defensive posture isn’t unprecedented. The retail behemoth filed legal action against Perplexity last November, alleging its AI systems harvested Amazon’s website data without authorization.
“Amazon’s whole model is fiercely guarding the customer relationship,” said Matthew Hassett, CEO of Loftie and Deliberate. He added that Amazon’s stance amounts to a polite way of saying an app isn’t welcome on its shelf.
Emarketer analyst Max Willens suggested Amazon’s vigilance mirrors evolving consumer behavior patterns. He observed that shoppers are progressively beginning their product searches through AI assistants instead of navigating directly to Amazon’s platform.
Meanwhile, competing retailers have embraced collaboration. Meta AI chief Alexandr Wang announced that Walmart, Best Buy, Gap, Sephora, and Wayfair have established partnerships with Muse to enable enhanced shopping capabilities.
The ripple effects of Muse’s introduction extended beyond Meta’s stock performance. Financial services companies including Charles Schwab and LPL Financial Holdings experienced declines Tuesday, while travel platforms Booking Holdings and Expedia saw drops Wednesday as markets assessed AI agents’ potential disruption across sectors.
Analyst Perspectives
Cantor analysts, who maintain a buy rating on Meta shares, noted this week that the company’s freemium monetization strategy remains somewhat ambiguous. They suggested early Muse usage is likely subsidized but identified multiple potential paths toward profitability.
Mizuho analysts highlighted wearable technology as the subsequent frontier. They anticipate Connect will evolve the Muse narrative from smartphone app adoption toward what they term “Muse-on-glasses” integration.
Truist analyst Youssef Squali projected Muse could contribute $28.5 billion to Meta’s revenue by 2030 as consumers upgrade to premium subscription tiers. He characterized this as the company’s most transparent effort to date at diversifying beyond advertising income.
Meta additionally unveiled new hardware products at Connect. The collection features the Muse Charm, a voice-activated portable device, alongside $349 Ray-Ban Meta Audio glasses that exclude camera functionality.
A premium option, the $1,299 Meta VR Glasses, is scheduled for launch in spring 2027. Shopify CEO Tobias LĆ¼tke announced Monday that his e-commerce platform will enable Muse to process transactions directly, describing it as a streamlined shopping and checkout experience.
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