Meta launches Muse Image AI model to power ads and compete with OpenAI, Google

Meta's release of Muse Image marks its second major AI model launch from Superintelligence Labs in recent months, following Muse Spark in April. The move signals Meta's effort to compete directly with OpenAI and Google in generative AI while simultaneously monetizing AI capabilities through new subscription tiers and advertiser tools. The company has previously relied on third-party models like Midjourney and Black Forest Labs for image and video generation, but Muse Image is positioned to reduce that dependence and keep revenue within Meta's ecosystem.

The dual-track strategy—free consumer access paired with paid subscriptions and advertiser-focused tools—reflects Meta's attempt to generate new revenue streams beyond its core advertising business. By embedding AI image generation into Advantage Plus, Meta can offer advertisers productivity gains in campaign creation, potentially increasing advertiser spend while capturing value from creators and power users through subscriptions. The company's stated plan to release Muse Video at a later date suggests a broader ambition to own the full creative AI stack across text, image, and video.