Meta's new AI assistant is attracting investor attention as the company looks to expand AI into a larger consumer business.

MENLO PARK, Calif. — September 23, 2026 — Investors are closely watching Meta Platforms after the company's new AI assistant, Muse, helped fuel a sharp rise in its shares and renewed expectations that artificial intelligence could become a significant source of future revenue.

Meta launched Muse on September 8. The assistant is designed to perform tasks such as sending emails, booking travel and completing transactions on behalf of users. Reuters reported that Meta shares have gained more than 20% since the launch, adding more than $200 billion to the company's market value.

The company offers a free version of Muse alongside subscription options costing $20 and $100 per month for heavier users. Reuters reported that the service recorded about 2.8 million downloads during its first 12 days.

The development has also attracted attention across the technology sector, with investors examining how AI assistants could generate new subscription and transaction-based revenue. Analysts cited by Reuters are assessing whether Meta's large social-media user base could help the company scale the service rapidly.

Meta's AI push comes as major technology companies continue investing heavily in artificial intelligence and competing to develop consumer and enterprise AI products.