Meta is putting its muscle behind Muse as the AI app takes off

Muse, the AI app launched on September 8, has seen explosive growth, surpassing 3.4 million downloads by Thursday per Sensor Tower estimates, up from 2.5 million at the start of the week. The surge was fueled by Meta's promotion at its annual Meta Connect developer conference, where the company announced upcoming features including video chat with a Muse avatar, Mac computer use support, a dedicated email address, more partners and connectors, and smart glasses integrations. Muse reached the top of the U.S. App Store on September 18 and Google Play on September 19. During its first two weeks, Muse averaged 55% day-over-day download growth, compared to ChatGPT's 24% and declining growth for Claude and Grok. Meta is cross-promoting Muse to its Facebook and Instagram users, with house ads launched on September 9; within 10 days Muse became the primary focus of Meta's internal advertising, ahead of Facebook, Instagram, and WhatsApp. Meta's Head of Threads, Connor Hayes, noted that marketing Muse requires building promotional units that showcase AI agent capabilities tailored to individual users, unlike Threads which promotes user-generated content. Although Muse ranked among the top 10 brands by ad spend as of September 22, ads only account for 6% of impressions since launch, indicating most growth is organic. The app is currently available only in the U.S. and Canada.

(Source：TechCrunch)