Muse Rally Adds $192 Billion to Meta’s Market Value

Meta shares jumped 11.3% on Monday, adding about $192 billion to the company’s market value. Investors are betting that its new AI assistant, Muse, can turn heavy spending on artificial intelligence into a hit product.

Muse can handle tasks such as booking travel, sending email and shopping. Unlike a chatbot that mainly answers questions, an AI agent can take actions for users, with limited step-by-step instruction.

Early app figures helped fuel the optimism. Apptopia estimates Muse drew 2.8 million downloads in its first 12 days in the United States and Canada. In a comparison of iOS downloads in those markets, Muse beat ChatGPT’s early pace, with 1.8 million installs against 1.3 million.

That uptake gives investors a possible answer to a question hanging over Meta’s AI investment: how will it pay off? The company’s main business is advertising, but a widely used assistant could also support paid subscriptions or earn a share of purchases made through the app.

Muse already has a free version and paid plans priced at $20 and $100 a month, Reuters reported. Truist Securities estimates the product could generate at least $28.5 billion in annual revenue by 2030, though that is an analyst forecast, not Meta guidance.

The market is also responding to the value of Meta’s vast audience and app network. Muse works on iOS and Android and is available through WhatsApp, giving Meta routes to put the assistant in front of existing users.

But the rollout faces limits. Amazon blocked Muse from shopping on its site, saying Meta had not received authorization to access the store. The dispute shows that turning an AI agent into a shopping channel will depend on retailers allowing it to reach their customers.

For now, the share-price jump reflects expectations, not proven revenue. Investors will look for continued user growth, signs that people pay for Muse, and partnerships that let it complete purchases across more services.