San Francisco (GNP): Meta’s shares have returned to their summer 2025 levels after investors responded positively to the launch of Muse, the company’s artificial intelligence agent designed to expand its revenue opportunities beyond advertising.
The stock gained 4.5 per cent on Thursday after rising more than 11 per cent earlier in the week, marking its biggest single-day increase since April 2025.
Meta’s share price reached around 778 US dollars after recovering from a late-March low of about 525 US dollars, which followed legal challenges linked to concerns over the impact of its social media platforms on young people’s mental health.
Alongside this recovery, Meta’s heavy investment in artificial intelligence has attracted growing attention from investors, with the company’s AI spending expected to reach 145 billion US dollars this year, raising questions over whether it can generate sufficient returns from its technology investments.
Muse, launched on 8 September in the United States and 18 September in Canada, is a multitasking AI assistant capable of carrying out tasks on behalf of users, including booking trips, sending emails and making purchases.
The service is available to users aged over 18 and is free with usage limits, while optional subscriptions priced at 20 or 100 US dollars per month provide access to additional features.
According to data from Apptopia, Muse was downloaded 1.8 million times on iPhones in North America within its first two weeks, compared with 1.3 million downloads recorded for ChatGPT during its initial app launch period in May 2023.
During Meta’s annual Connect conference, the company announced plans to bring Muse to its smart glasses and revealed partnerships with retailers including Walmart, allowing it to explore commission-based revenue from purchases made through the AI assistant.
Also Read: Meta Develops AI Tools and Smart Glasses Amid Privacy Concerns
However, Amazon blocked Muse from accessing its platform after raising concerns that Meta’s AI agent did not properly identify itself while browsing and stored customer login information. Meta said Muse does not access passwords or payment details.
JPMorgan raised its price target for Meta to 920 US dollars, saying Muse could become one of the most widely used consumer AI applications since ChatGPT.
Some analysts remain cautious, with an Oppenheimer survey showing limited public trust in Meta storing passwords for other applications required for AI agents to operate on users’ behalf.
Meta says its platforms have more than 3.6 billion daily users, giving Muse access to a large potential audience as the company expands its artificial intelligence services.
Meta said, “Muse does not access passwords or payment details.”
