Published : 06 Oct 2026, 09:51 PM
Updated : 06 Oct 2026, 09:51 PM
Citigroup estimates Meta’s AI assistant Muse could generate more than $27 billion in annual revenue by 2030, as growing adoption strengthens its position in the emerging personal agent market.
The brokerage said Muse is increasingly becoming a “front door to the internet”, helping users search, compare and transact online while Meta builds awareness and expands the product as a central part of its AI strategy.
Citi said Muse has recorded more than 6.6 million cumulative downloads since its launch, while daily active users have reached 1.8 million as new use cases emerge and Meta increases efforts to promote the service.
The brokerage forecasts Muse could generate about $23 billion in annual transaction-related revenue by 2030, alongside roughly $4.5 billion from subscriptions.
Unveiled last month, Muse is central to Meta’s plans to bring AI-powered personal agents to mainstream consumers. The company expects the technology to create new commerce and subscription revenue while increasing engagement across its wider 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 faces growing competition from OpenAI’s ChatGPT Dots, Google’s Gemini and Anthropic’s Claude as technology companies compete to establish AI agents as a major consumer computing platform.
Meta shares have gained 12.4 percent so far this year and more than 20 percent since Muse debuted on Sept 8, putting the company within reach of a $2 trillion market valuation.
