Citigroup estimates that Meta’s AI assistant, Muse, could generate more than $27 billion in annual revenue by 2030 amid wider adoption and growing user engagement. The brokerage said Muse is increasingly becoming the “front door to the internet,” helping users search, compare and transact online as Meta expands awareness and positions the product at the center of its broader AI strategy.
Citi also said Muse’s cumulative downloads have topped 6.6 million since its launch, while daily active users have reached 1.8 million as new use cases emerge and Meta ramps up its awareness efforts. The company said Muse could generate more than $27 billion in annual revenue by 2030, including about $23 billion from transaction-related revenue and roughly $4.5 billion from subscriptions.
READ: Meta’s Muse AI agent adds $192 billion to market value (September 22, 2026)
Meta launched Muse as a personal AI agent that can carry out tasks on behalf of users, including sending emails, booking travel, filling out forms and making purchases. Muse plays an important role in Meta’s strategy to bring AI-powered personal agents to mainstream users. The company expects the technology to generate new subscription and commerce revenue while deepening engagement across its ecosystem.
“With Muse the centerpiece of Meta’s AI vision to be a key part of a user’s daily life, we believe personal agents (PAs) — with Muse benefiting from its 1st-mover advantage — are emerging as the new front door to the internet,” Citi said.
Muse also has a first-mover advantage in the personal AI assistant market. Meanwhile, other companies, including OpenAI’s ChatGPT Dots, Google’s Gemini and Anthropic’s Claude, are expanding their own agent offerings in pursuit of what many view as the next major consumer computing platform.
READ: Meta’s Muse AI assistant tops 83,000 US iOS downloads after launch (September 11, 2026)
Meta’s stock has risen 12.4% year to date and more than 20% since Muse debuted Sept. 8, putting the company within striking distance of a $2 trillion market value.
Muse has been designed to take action for users and continue working even after they close the app. Users can give Muse a task, and the agent can develop a plan, coordinate the resources it needs and adjust its actions when circumstances change. When it reaches a step that requires user approval, such as sending an email or completing a purchase, it can return to the user for confirmation.
Recently, verified Threads user Matt J. Robb shared an incident in which Meta’s Muse AI allegedly negotiated a Facebook Marketplace deal, shared the user’s address and arranged a late-night pickup without the user’s approval. The incident raised concerns about privacy and the possibility of AI assistants acting autonomously.