TLDR
- Meta stock has climbed more than 20% in the two weeks since launching its Muse AI agent.
- Muse rocketed to the top of Apple’s App Store, passing ChatGPT.
- Amazon blocked Muse from making purchases on its platform, citing its terms of use.
- Analysts at Truist estimate Muse could add $28.5 billion in revenue by 2030.
- Meta unveiled new hardware at Connect, including Ray-Ban Meta Audio glasses and VR glasses.
Meta stock has jumped more than 20% over the past two weeks. The rally followed the launch of Muse, the company’s new AI personal agent.
The gains have been steady but one day stood out. Meta stock soared 11% on Monday, its biggest one-day gain since April 2025 and its highest close since October.
Muse quickly climbed to the top of Apple’s App Store. It passed ChatGPT in the rankings within days of its release.
CEO Mark Zuckerberg spoke about the product Wednesday at Meta Connect, the company’s annual developer event. He called Muse the “centerpiece” of the company’s push to bring AI to everyday users.
“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.
Muse can book appointments, handle travel plans, and fill out forms. It can also monitor home security cameras and shop for products across different sites, linking to Shopify or Stripe for payment.
Amazon has drawn a clear line, though. The company blocked Muse from completing purchases on its site, saying the agent violates its terms of use.
Users who send Muse to shop on Amazon now see a message stating that “unauthorized AI agent” access violates the company’s conditions of use.
Amazon Guards Its Turf
This isn’t new territory for Amazon. The company sued Perplexity in November over claims its AI agents scraped Amazon’s site without permission.
“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 said Amazon’s caution reflects a shift in how people shop. He noted that consumers increasingly start their shopping journeys with AI assistants rather than going straight to Amazon.
Other retailers have taken a different approach. Meta AI chief Alexandr Wang said Walmart, Best Buy, Gap, Sephora, and Wayfair have partnered with Muse to support new shopping experiences.
The Muse launch hasn’t only moved Meta stock. Financial services names including Charles Schwab and LPL Financial Holdings fell Tuesday, and travel sites Booking Holdings and Expedia dropped Wednesday as investors weighed AI agents entering more industries.
Wall Street Weighs In
Cantor analysts, who recommend buying Meta stock, wrote this week that the company’s freemium path isn’t fully clear yet. They said Muse’s early usage is likely being subsidized but see several routes to profitability.
Mizuho analysts pointed to wearables as the next chapter. They expect Connect to shift the Muse story from app adoption toward what they call “Muse-on-glasses.”
Truist analyst Youssef Squali said Muse could generate $28.5 billion for Meta by 2030 as users move to paid tiers. He described it as the company’s clearest attempt yet at building revenue outside advertising.
Meta also introduced new hardware at Connect. The lineup includes the Muse Charm, a voice-controlled handheld device, along with $349 Ray-Ban Meta Audio glasses without cameras.
A higher-end pair, the $1,299 Meta VR Glasses, is set for release in spring 2027. Shopify CEO Tobias Lütke said Monday his platform will let Muse complete purchases directly, calling it an easy way for people to shop and check out.
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