Meta shares climb as investors bet on Muse AI monetisation potential

MUMBAI: Meta’s latest AI move is making the stock speak louder, with investors increasingly looking at Muse not just as an assistant but as a potential new revenue engine. Meta’s shares have climbed more than 20 per cent since Muse launched on September 8, taking the stock to its highest level in more than seven months. The rally has coincided with growing investor interest in whether the AI agent can eventually help Meta expand monetisation beyond its traditional advertising business.

Muse is designed to go beyond answering questions, with the ability to carry out tasks on a user’s behalf. It can send emails, book travel and complete transactions, including helping users sell a car.

The service is available through a free basic version, while heavier users can opt for paid plans priced at $20 or $100 a month. That pricing structure has given investors another piece of the puzzle as they assess whether consumer AI agents can develop into meaningful subscription businesses.

J.P. Morgan analysts told Reuters that it remains early for Muse, but suggested the platform could potentially become one of the most widely used consumer AI applications since ChatGPT. They pointed to Meta’s enormous distribution reach, the free tier and early signs of product-market fit as factors behind its initial traction.

UBS Global Wealth Management analysts have also highlighted the broader opportunity, saying Muse provides early evidence that consumer AI agents could achieve wider adoption and create monetisation opportunities beyond enterprise AI.

That potential matters because Meta already has billions of users across its social and messaging platforms. Muse therefore enters the market with something many standalone AI products have to build from scratch: a vast potential audience.

For investors, the question now extends beyond whether Muse can become another popular AI tool. Its ability to execute tasks, combined with Meta’s existing user base and paid plans, is putting a bigger question on the table whether an AI agent can turn attention into a new stream of revenue.

The early stock-market response suggests investors are already watching that possibility closely, although the commercial potential of Muse remains a developing story rather than an established revenue stream.