Meta Platforms’ new Muse AI agent has generated strong early interest, but Wall Street remains divided over whether the product can become a meaningful financial catalyst for the company.
Meta stock META was unchanged at the time of writing at $653, giving up earlier gains in the session
Meta’s Muse draws strong early interest
Muse reached as high as No. 3 in the US App Store within its first two days, according to JPMorgan.
The AI agent is designed to perform tasks including online shopping, travel planning, ticket purchases, appointment scheduling, calendar management, and sending emails and messages.
The early adoption has strengthened the bullish case for Meta’s broader AI strategy.
JPMorgan analyst Doug Anmuth upgraded Meta to Overweight from Neutral and raised his price target to $820 from $640.
Anmuth said Meta still has “meaningful upside potential” as the company is in the early stages of launching frontier models and AI-driven products beyond advertising.
However, the initial popularity of Muse does not necessarily establish how much revenue the product can generate, which is where some analysts remain cautious.
Monetization remains a key question
One of the biggest uncertainties for investors is whether Meta can turn Muse’s usage into a significant new revenue stream.
JPMorgan believes there are several potential monetization opportunities.
Although generating revenue is not the immediate priority for Muse, Anmuth said Meta could eventually benefit from commissions or take-rates on transactions, as well as subscriptions.
That gives Meta exposure to a potentially broader AI economy beyond its traditional advertising business.
JPMorgan also pointed to Meta’s Model API access as another opportunity to expand its AI products and monetization pipeline.
But Oppenheimer is less convinced that Muse will have a meaningful financial impact in the near term.
Analyst Jason Helfstein maintained a Perform rating on Meta and said the firm does not view Muse as a “game changer.”
Oppenheimer is questioning whether enough consumers will ultimately pay for the service, particularly as users may already be paying for competing products such as Google’s Gemini and OpenAI’s ChatGPT.
Privacy and competition add to Wall Street concerns
Consumer trust is another hurdle for Muse, particularly because an AI agent that performs tasks on behalf of users may require access to sensitive accounts and information.
Oppenheimer pointed to concerns about consumers’ willingness to share passwords and broader account access with Meta.
Helfstein argued that Muse could have limited usefulness for e-commerce and other online services without that access.
That creates a potential challenge as competing AI assistants develop similar agentic capabilities.
The concern is not simply whether Muse can perform tasks, but whether users will be comfortable allowing it to act on their behalf.
Meta’s privacy history adds another layer to that debate.
Recent hands-on testing by The Verge also highlighted concerns about the amount of personal information Muse can access through Meta and third-party services.
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