Meta's Muse personal AI agent has reached 6.6 million installs since its September 8 launch and expanded to iPad on Wednesday, with new small-business and retail connectors added alongside the tablet release.
Meta Platforms expanded its Muse personal AI agent to iPad on Wednesday, less than a month after the app's September 8 launch on iPhone and Android — a rollout pace that underscores how aggressively the company is pushing into the consumer AI agent market.
According to TechCrunch, Muse has accumulated 6.6 million installs since its mobile debut, based on estimates from market intelligence firm Sensor Tower.
The app allows users to link accounts across email, calendar, billing, and retail platforms, and to delegate tasks such as booking reservations, ordering groceries, setting goals, and completing purchases on their behalf.
To enable those transactions, Meta has been expanding a network of third-party integrations that appear within Muse as "connectors." Users sign in to each connector individually, giving them control over which parts of their digital lives the agent can access.
With the iPad release, Meta added several new connectors targeted at small businesses, including Asana, Canva, Dropbox, Figma, QuickBooks, GitHub, Klaviyo, and Zoom, as well as Notion and Granola. The company also recently announced retail partnerships with Best Buy, Gap, Sephora, Walmart, and Wayfair, which allow Muse to browse those sites and complete purchases directly.
One persistent technical challenge for agents of this type is that retail websites frequently block automated browsing, mistaking AI agents for malicious bots. Meta said Tuesday it is working with industry partners on an open standard that would allow personal AI agents to identify themselves to businesses, helping those sites distinguish legitimate agents from bad actors.
The iPad expansion is notable in context: Instagram, one of Meta's flagship apps and itself an iPad-native photo platform by design, took 15 years to release a dedicated iPad application despite sustained user demand.
Muse's rapid growth has drawn attention on Wall Street. After the app became the most popular free new app on Apple's App Store following its September launch, Wells Fargo raised its price target on Meta stock to $1,000 from $796.
Meta shares closed Tuesday at $738.88, up nearly 18% over the prior month. On October 6, the stock triggered a technical "golden cross" — a chart pattern in which the 50-day moving average crosses above the 200-day moving average — with the 50-day moving average reaching $630.87 against a 200-day moving average of $629.25, according to FactSet data.
"Investors had been skeptical of the AI spending from Meta," Sam Rines, director of Active ETFs at WisdomTree, told CNBC in an email. "Muse was the first sign of tangible returns on that spend. For Meta, continuing to build relevant products and deliver better returns on its existing advertising business could be further catalysts."
With the connector ecosystem expanding and a dedicated tablet app now live, the pace at which Meta adds enterprise and retail integrations will be a key indicator of whether Muse can convert early install momentum into sustained engagement and revenue impact.
Marc Sabatini is a staff writer at TechEchelon covering enterprise software, cybersecurity, and the regulatory beats that shape both. He focuses on the deal flow and policy decisions that move markets.
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