Muse will be free for most users, but Meta plans paid subscriptions for those who want to do more. The company did not specify costs or limits for free users.

Muse can help with online shopping, sending emails, and planning trips. It can work in the background on lengthy tasks and negotiate on users' behalf.

How does Muse protect privacy?

Muse runs on a virtual computer in the cloud to keep data secure. Users can opt out of training and instruct Muse to forget details. Sentinel, another AI, monitors for safety.

Large Language ModelsAI Business & IndustryThe Verge AI15h agoSep 9, 2026, 06:00 JST1 min read

Meta launches free AI agent Muse to catch up in AI race

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3 Key Points

What happened
Meta introduced Muse, a personal AI agent that can shop online, send emails, and plan trips. It rolls out in the US on iOS, Android, and muse.ai, with AI glasses coming soon.
Why it matters
Muse is free for most users, but Meta plans paid subscriptions for those who want more. It marks a shift from business-focused AI tools to a consumer-friendly assistant, aiming to rival ChatGPT Work and Claude Cowork.
What to watch
Trust is key: Meta stresses privacy, with options to opt out of training and a Sentinel AI to secure data. Whether it overcomes past privacy scandals will determine adoption.

WHO IT HITSEveryday consumers in the US looking for an easy-to-use AI assistant will be the primary beneficiaries, as Muse requires no technical experience. Meta's rivals like OpenAI and Anthropic may face increased competition for casual users.

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Context & Analysis

Meta's launch of Muse represents a significant bet to reposition itself in the competitive AI landscape, following years of setbacks and a reputation damaged by privacy issues. The company aims to differentiate through ease of use, targeting a broader audience than the business-oriented tools from competitors like OpenAI and Anthropic. However, Meta faces an uphill battle to gain user trust, given past scandals like Cambridge Analytica and recent AI mishaps.

Muse's functionality, such as autonomous browsing and form-filling, puts it in direct competition with other agents, but Meta's advantage lies in its massive user base and integration with WhatsApp. The success of Muse may hinge on how effectively Meta can address privacy concerns and deliver a seamless, secure experience. If users embrace it, Meta could regain ground in AI, but any misstep could reinforce existing skepticism.

FAQ

Is Muse free to use?: Muse will be free for most users, but Meta plans paid subscriptions for those who want to do more. The company did not specify costs or limits for free users.
What can Muse do?: Muse can help with online shopping, sending emails, and planning trips. It can work in the background on lengthy tasks and negotiate on users' behalf.
How does Muse protect privacy?: Muse runs on a virtual computer in the cloud to keep data secure. Users can opt out of training and instruct Muse to forget details. Sentinel, another AI, monitors for safety.

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