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AI Shopping

Meta Muse

Meta's personal AI agent that can find, compare, and buy products for shoppers inside chat.

What is Meta Muse?

Meta Muse is a personal AI agent from Meta that carries out tasks across a user's apps and accounts, including finding, comparing, and buying products. It launched on September 8, 2026 in the US, on the web at muse.ai, as iOS and Android apps, and inside WhatsApp, and it runs on Muse Spark, the multimodal model built by Meta Superintelligence Labs. For example, a shopper can ask Muse for "a linen sofa under $1,500 that fits a small apartment," get a shortlist of products, and approve the purchase without leaving the conversation.

Why it matters

Muse puts a shopping agent in front of Meta's audience, and its product data reaches into ecommerce by default: on launch day Shopify added Meta as an AI channel and began sharing merchants' products with Meta through Shopify Catalog unless merchants change this in their agentic settings. Meta's chief AI officer Alexandr Wang has said Muse can access the entire Shopify product catalog and pay with Link by Stripe and Shop Pay; where no API is available, Muse uses a browser to visit merchant sites directly. That two-track design matters for visibility: in a small, exploratory test, Profound found that Meta's catalog supplied most candidate products, yet most final recommendations came from sites the browser visited, so both clean catalog data and crawlable, purchasable product pages count. Meta says Muse checks with the user before any purchase, cannot see passwords or payment methods, and does not share conversations with Meta's ad systems; instead, Mark Zuckerberg has said Meta expects to earn a small fee on transactions. Muse is free for most use, with paid Power ($20/month) and Maximum ($100/month) plans.

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