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Mark Zuckerberg's ambition to bring "personal superintelligence" to everyone may be taking shape, one download at a time.
Muse from Meta, the company's new personal AI agent, has climbed to No. 1 among free apps on Apple's US App Store, ahead of ChatGPT.
Muse's rise is the latest example of consumers embracing AI agents. Unlike chatbots that simply answer questions, agents are designed to act on a user's behalf.
Meta says Muse can help users research, fill out forms, buy items online, book restaurant reservations, find a dog sitter, and connect with services such as email, calendars, Spotify, Instagram, and OpenTable.
Muse can remember users' preferences and handle tasks on their behalf while seeking approval before taking sensitive actions, Meta says.
The App Store ranking comes a week after Muse's launch and is an early sign that Meta's bet on personal AI assistants is starting to pay off, even as its frontier models have lagged behind OpenAI and Anthropic on some key benchmarks.
a week after launch, muse is now the #1 app in the App Store!
it’s been SO exciting to see how much y’all have done with muse. we can’t wait to do more together! pic.twitter.com/0lwhijlpj3
Early users have shared striking examples of how Muse has helped them. Entrepreneur Joe Devoy wrote in an X post last week that he uploaded his auto insurance policy and asked Muse to find identical coverage at a lower cost.
According to Devoy, it found a policy saving him $3,500 a year, bought it, and canceled his old one in about five minutes.
Yesterday I uploaded my auto insurance policy to Meta @Muse and asked for a better rate with identical coverage. In ~5 minutes, it found a policy saving me $3,500 /year, bought it, and canceled my old one.
I knew I was overpaying. I’d abandoned several attempts to switch because… pic.twitter.com/HlIweoWN2K
Another X user wrote that Muse found a green puffer jacket, located live discount codes, applied them, and completed the purchase at the lowest price.
They also said it could find a recipe and load the ingredients into a Whole Foods cart.
Meta Muse is incredibly good. Was showing my wife a couple uses cases:
1. Search for green puffer jacket -> find live discount codes, add to cart, apply, buy at cheapest price
2. Find recipe and load Whole Foods cart
She was blown away. I don’t think META was up enough today…
Not every early experience has lived up to the hype. X user Brett Gordon said Muse could not summarize a saved Instagram workout video because it could see only the first frame — even though Instagram is owned by Meta.
Muse fail. Tried using Muse from Meta. IG suggested I use it to summarize a workout post I had saved. Then it said it only could see the first frame so asked me to share the link. But Muse apparently can’t play videos from IG posts??? pic.twitter.com/48oo2FhVke
— Brett Gordon (@brett__gordon) September 14, 2026Agents also depend on accurate, up-to-date pricing and product data, while retailers such as Amazon have reasons to restrict bots that could reduce their sites to fulfillment services.
Even as AI agents break through into the mainstream, there are still questions about potential mistakes and privacy.
Meta also faces competition from other agents, including Instinct, an invitation-only AI assistant going viral in Silicon Valley.
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Georgia is a Business News Fellow at Business Insider's London office.Before joining Business Insider, she worked at Japan's largest newspaper, The Yomiuri Shimbun, and interned at the Financial Times. She is an NCTJ-qualified journalist with a degree in Philosophy from the University of Birmingham.
