Meta shares rebound after Muse AI launch

Meta shares returned this week to their summer 2025 highs after the launch of Muse, an AI assistant that has raised investor hopes for revenue beyond advertising.

The stock gained 4.5 percent on Thursday after rising more than 11 percent on Monday, its biggest one-day gain since April 2025. At about $778, Meta's share price has recovered from a late-March low of around $525.

Muse launched in the United States on September 8 and in Canada on September 18. It is available only in those two countries and is restricted to users over 18.

The tool is an AI agent designed to perform tasks for users, including booking trips, sending emails and making purchases. It is free with usage limits, while optional subscriptions cost $20 or $100 a month for heavier use.

Apptopia said Muse was downloaded 1.8 million times on iPhones in North America in less than two weeks. It compared that with 1.3 million downloads for ChatGPT when OpenAI's app launched in May 2023.

At its Connect conference on Wednesday, Meta said Muse would soon be available in its smart glasses and announced partnerships with retailers including Walmart, opening the possibility of commissions on purchases.

Amazon blocked Muse from using its site on Sunday after accusing Meta's agent software of failing to identify itself while browsing and of storing customers' login details. Meta says Muse does not see passwords or payment methods.

JPMorgan raised its price target for Meta to $920 on Thursday, saying Muse could become “the most widely used consumer AI application since ChatGPT.” Other analysts remain cautious. Oppenheimer found in a recent survey that only eight percent of Americans would trust Meta to store their passwords for other apps, compared with 30 percent for Google.