Meta has launched Muse, a personal AI agent designed to do more than answer questions by taking actions on behalf of users. The move marks a broader shift in the artificial intelligence market toward autonomous software that can navigate applications, manage tasks and make decisions, as major technology companies compete to establish the next generation of consumer AI.

Muse Targets the Next Stage of Personal AI

Unlike conventional chatbots, Muse is designed to work toward an objective with limited step-by-step guidance. Users can ask it to send an email, book travel, organize an event or pursue a larger goal, after which the system can develop a personalized plan and coordinate the required tasks.

Powered by Meta’s Muse Spark model, the agent can open a browser, fill out forms and negotiate on a user’s behalf. It can also continue working after the user closes the application and return when circumstances change or approval is required. For purchases, Muse can use Stripe’s Link payment service, while Meta plans to add support for Shop Pay and 1Password.

The service is initially rolling out in the United States through iOS, Android and muse.ai, with WhatsApp integration also part of the product’s broader rollout. Meta says Muse is free for most use cases, while subscription plans will be available for users seeking greater capabilities.

Security Becomes Critical as AI Gains More Control

Muse’s ability to act independently also increases the importance of security and user control. Meta has built the system around Muse Secure VM, a dedicated virtual machine that houses both the AI agent and the user’s connected data and credentials.

A separate AI system called Sentinel monitors Muse’s actions and can block internet access unless approval is granted. Users are also asked to approve sensitive actions such as sending emails or making purchases, while an audit trail allows them to review what Muse has done and what it plans to do.

Meta says users decide which applications Muse can access and can change or remove permissions at any time. The company also plans to introduce Muse Confidential VM later this year, with encryption designed so that only the user holds the key needed to access the data and conversations stored within the environment.

AI Ambitions Come With Rising Financial Costs

The Muse launch arrives as Meta is committing substantial resources to artificial intelligence. In the second quarter of 2026, Meta generated $60.8 billion in revenue, up 28% year over year, while its Family of Apps reached 3.60 billion daily active people in June. Advertising revenue rose 27% to $59.36 billion, demonstrating that the company’s core business remains the primary financial engine supporting its AI strategy.

At the same time, costs and expenses increased 55% to $42.03 billion. Capital expenditures reached $31.08 billion during the quarter, while free cash flow fell to $784 million, reflecting the financial burden of Meta’s infrastructure expansion and other costs.

For investors, Muse therefore represents both a technology opportunity and a commercial test. If users adopt AI agents for recurring personal and transactional tasks, Meta could eventually develop subscription and commerce-related revenue streams alongside advertising. The key variables to monitor will be adoption, user trust, security performance and the pace at which Muse expands internationally. Meta’s ability to turn its enormous user base and AI infrastructure into sustainable new revenue will determine whether personal AI becomes a meaningful business opportunity or primarily another major investment cycle.