Analysts turned bullish on Meta’s Muse AI agent as a monetization engine, with Jefferies sketching a roughly $10.8 billion annualized scenario and early download comps beating ChatGPT’s first 12 days, even as Amazon challenged unauthorized store access.
Wall Street has turned bullish on Meta Platforms, betting that Muse could open a new revenue stream and reshape the company’s AI monetization prospects, Reuters reported.
Muse, launched September 8, is an AI assistant that can send emails, book travel, and complete transactions such as selling a car on a user’s behalf. A basic version is free, with $20 and $100 monthly subscriptions for heavier use. Since launch, Meta shares have surged more than 20%, adding over $200 billion in market capitalization to a seven-month high as of last close, Reuters said. Shares were up 0.5% Tuesday after jumping more than 11% Monday.
J.P.Morgan analysts said Muse has potential to become the most widely used consumer AI application since ChatGPT, citing product-market fit, Meta’s distribution, and a free tier. Apptopia data put Muse at 2.8 million downloads in the first 12 days (US and Canada, iOS and Android). On similar metrics, Muse logged 1.8 million downloads versus ChatGPT’s 1.3 million in ChatGPT’s first 12 days, Reuters said. BofA said early reviews highlight multi-step task execution with limited user intervention.
Jefferies estimated that if Muse reaches 1 billion users by end of 2027 and at least 3% convert to paid, annualized revenue could hit $10.8 billion. The firm raised its Meta price target to $875. UBS Global Wealth Management called Muse early evidence that consumer AI agents could achieve broad adoption beyond enterprise AI. Of 64 brokerages covering Meta, 57 rate it buy or higher with a median target of $760, LSEG data showed.
The rollout has friction. Amazon said Monday it had not authorized Muse to access its store and asked Meta to remove Amazon from the experience, alleging credential capture and scraping without identifying itself. AI Tech Daily covered that Amazon access fight and a separate Muse macOS privilege hotfix. This brief is the Wall Street monetization read, not a rewrite of those product/security wires.