TLDR
- Meta stock surged more than 11% Monday as its new Muse AI agent gained rapid consumer adoption.
- Muse has passed 2.5 million U.S. downloads and topped app-store rankings shortly after launch.
- Truist estimates Muse could generate an additional $28.5 billion in revenue by 2030 if paid adoption develops as expected.
- Shopify has opened its platform to Muse, while Amazon has blocked the AI agent from shopping on Amazon.com.
- The split highlights a key risk for agentic AI: technical capability alone does not guarantee access to major third-party platforms.
Meta Platforms (META) stock surged more than 11% Monday as investors reacted to the rapid early adoption of Muse, its new consumer AI agent. The rally marked Meta’s biggest one-day gain since April 2025 and pushed the stock to its highest closing level in nearly 11 months.
Muse launched on Sept. 8 and has quickly become one of the most downloaded apps in the U.S. Sensor Tower data cited by Bank of America showed roughly 2.5 million U.S. downloads through Sept. 19 and about 557,000 daily active users.
Unlike a normal chatbot, Muse is designed to complete tasks on behalf of users. It can browse websites, handle emails, book travel and make purchases after receiving user approval.
That broader capability is starting to convince investors that Meta may have found a consumer AI product capable of supporting a meaningful subscription business. Reuters Breakingviews estimated that paid Muse adoption could potentially add around $24 billion in revenue under one scenario.
Amazon Pushback Exposes a Key Risk
Muse’s rapid growth has already created friction with Amazon. The retailer blocked Muse from shopping on Amazon.com, saying Meta had not received authorization to access customer accounts, scrape data or process transactions.
Users attempting to access Amazon through Muse now receive a warning that continued access by an unauthorized AI agent violates Amazon’s terms. Amazon argues that third-party shopping agents should identify themselves and respect a platform’s decision over whether to participate.
The disagreement goes beyond one retailer. AI shopping agents threaten to sit between consumers and online stores, potentially reducing retailers’ control over customer relationships, product discovery and advertising.
Amazon already operates its own AI shopping tools and has fought a similar battle with Perplexity. It has therefore chosen a very different approach from some other large commerce platforms.
Shopify, by contrast, has embraced Muse. The companies announced a partnership allowing Muse users to shop across Shopify merchants and complete purchases using Shop Pay.
Muse Could Become a New Revenue Engine
Truist analyst Youssef Squali estimates Muse could generate about $28.5 billion in additional revenue by 2030 if heavy users move onto paid tiers. He described the product as Meta’s clearest attempt yet to build a major revenue stream outside advertising.
That matters because Meta’s core businesses remain heavily dependent on advertising. A successful subscription-based AI agent could give the company a new source of recurring consumer revenue.
Muse’s early success is also helping investors reassess Meta’s massive AI spending. Meta plans to invest heavily in data centers, chips and model development, and the stock had previously faced pressure over whether those investments would generate enough revenue.
The company still has substantial hurdles. Consumer enthusiasm in the first few weeks does not guarantee long-term retention, and platforms such as Amazon could restrict some of Muse’s most useful functions.
Trust is another issue because agents that send emails, make purchases and handle travel bookings require access to sensitive personal information. Meta is already testing additional capabilities, including a human concierge system for some Muse phone calls, which has raised internal privacy questions.
The investor caveat is that Meta’s stock has already rallied sharply on early adoption data. If Muse growth slows, paid conversion disappoints or more major platforms follow Amazon’s lead, the market could quickly reduce its expectations.
For now, however, Muse is strengthening Meta’s AI investment case. The product has climbed to the top of app-store rankings, attracted millions of downloads and helped add nearly $200 billion to Meta’s market value in a single session.
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