GM. This is Milk Road Stocks, your daily market briefing without the guy in the suspenders yelling at you.
Today we’re updating you on everything you might have missed with Meta’s Muse - the AI agent that looks like it could be shaping up to be the company’s biggest home-grown hit since Facebook.
First, a quick detour.
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MUSE JUST TOOK THE TOP SPOT 🥇
Two weeks ago we covered Meta launching Muse, a personal AI agent that works on your behalf to book your travel, fill out your forms and buy your stuff.
Back then it had cracked the App Store top 5 in a day, and META was up 5% premarket.
Since then, things have escalated.
Muse started at #78 on the U.S. App Store on Sep 9. Eleven days later it was sitting at #1 on both the App Store and Google Play - having pulled in more downloads in its first 12 days than ChatGPT saw in its first 12 days after launch. 👇
On the way up it passed ChatGPT, Instagram, Facebook, WhatsApp and Threads.
And Sensor Tower (an app analytics firm) says people are sticking around: 730K U.S. downloads in the first ten days, a record 264K on Sep 19 alone, and 448K people opening it every single day, by day ten.
What's been landing on our timeline is what those people are actually doing with it.
Singularity Research pulled together 100 user reports of Muse running errands and cutting bills. The combined tally was $9,649.71 saved across 129 errands.
One person knocked $3,500 off their car insurance after Muse found an identical policy somewhere cheaper.
And when Ejaaz's Delta flight to Maui got delayed seven hours, he handed the whole mess over to Muse while he was sitting at the gate. Five minutes later his flight was rebooked and he had a $250 flight credit.
Meta's even rumored to be building Muse its own mailbox. TestingCatalog dug up an unreleased Mail tab in the web app that would give Muse its own email address instead of borrowing yours.
None of which makes it the winner yet…
ChatGPT still pulled roughly 3.6M U.S. downloads over the same twelve day period (Sep 8-19) that Muse managed 2.5M. And Muse is U.S.-only so far.
What moved the stock is that Meta can finally charge for this kind of thing.
Muse is free at the base level, with plans at $20 and $100 a month above it.
And on Sep 15 Meta rolled out Meta One globally, bundling paid features across Instagram, Facebook, WhatsApp and Meta AI from $7.99 up to $499 for businesses.
(It's already got 15M subscriptions and trials.)
Oppenheimer ran the numbers on where this could go. If Muse eventually reaches the 1.91B users across Meta's apps and 6% of them pay, you're looking at ~115M subscribers and roughly $27.5B a year.
Aggressive? Sure. But six months ago the conversation was about how much money Zuck was burning. Today it's about how much that spending brings back.
And Wall Street has come around fast.
JPMorgan upgraded META on Sep 10 and lifted its target from $640 to $820 (the same folks that downgraded the stock back in April), Wells Fargo went to $796 on Monday, and KeyBanc sits at $780.
The stock closed Monday up 11.4% at $741, its biggest day since April 2025.
Not everyone's rolling out the welcome mat, mind you.
Amazon locked Muse out of its store on Sep 20, saying the agent doesn't identify itself while browsing and appears to hang onto customer login details. Meta says Muse can't see passwords or payment methods.
The next morning Shopify announced the exact opposite: agentic checkout with Shop Pay across every Shopify store.
Which makes sense when you look at what each of them sells. Amazon owns the place you start shopping, so an agent standing in front of it is a threat. Shopify just powers the checkout, so it doesn't care who sends the customer over.
I.e. Whether these agents work at all comes down to who lets them in.
Which brings us to today. Meta Connect kicks off with Zuckerberg on the keynote, and there are three things we’ll be keeping an eye out for:
- Meta's own usage numbers for Muse (everything so far has been third-party estimates).
- A closer look at how Muse shows up inside the glasses.
- Whether more retailers pick Shopify's side over Amazon's.
Btw - Melvin (one of our PRO analysts) holds Meta and posted his full breakdown of where he thinks Muse goes from here inside PRO on Monday.
If you want to see it, you can try Milk Road PRO for a buck for 7 days.
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