Meta is fully committed to personal agents: Muse integrates with glasses, Macs, and email, bridging shopping and work.

Meta is developing its personal AI agent, Muse, into a core platform covering all aspects of users' lives, from smart glasses to Mac desktops, from shopping and transactions to daily office work. A comprehensive layout centered around "personal super intelligence" is rapidly taking shape.

On September 23, Meta held its annual Connect developer conference in Menlo Park, California. CEO Mark Zuckerberg announced that Muse will be integrated into Meta's smart glasses product line, gain Mac-based computer operation capabilities, receive a unique email address, and partner with major retailers such as Walmart, Sephora, Best Buy, and Gap. At the same time, Meta also launched a handheld device called "Muse Charm," which is planned to ship before the holiday shopping season.

Released in early September, Muse has already topped the Apple App Store charts and has just entered the Canadian market. Zuckerberg positions it as Meta's most important bet to date in consumer AI, stating, "In the coming years, I expect Muse to grow into a personal superintelligence that billions of people around the world use to achieve their goals and improve their lives."

In terms of monetization, Meta plans to offer users a large amount of free usage credit and generate revenue by charging small commissions on user transactions. Driven by previous consecutive stock price increases, Meta's stock price has risen 30% so far this month, potentially marking its best monthly performance since July 2013.

Metaverse exits, Muse becomes the strategic core

This year's Connect conference was a stark contrast to several years ago. Back then, Zuckerberg made a high-profile announcement of his bet on the metaverse and renamed the company accordingly, but at this year's conference, the topic of the metaverse was almost entirely absent. "We've decided to temporarily lower the priority of the metaverse," Zuckerberg stated on stage.

The core narrative that replaced it was "personal superintelligence." Zuckerberg took the stage wearing a black T-shirt with the words "BUILDING IS MY LOVE LANGUAGE" printed on it, defining Muse as the "core" of Meta's overall vision, and demonstrated on the spot the function of using smart glasses to give voice commands to Muse and book a calendar time slot for a meeting with technical director Andrew Bosworth—the demonstration went smoothly.

In terms of technical architecture, each user's Muse runs in an independent, private, and secure computing environment (which Meta calls the "Muse Secure Virtual Machine"). The underlying model is the Muse Spark multimodal model, which is specifically trained for individual intelligent agents. Unlike traditional chatbots, Muse emphasizes continuous background task execution, supports roles and personalization, and has a default role name of Jolly.

The entire hardware lineup has been updated, with glasses becoming a key entry point.

At the Connect conference, Meta released several new hardware products and deeply integrated them with Muse to build a perception portal covering users' all-day scenarios.

In its eyewear product line, Meta has created a clearer hierarchy: the $349 Ray-Ban Meta Audio eliminates the camera, focusing on music, calls, and voice interaction, with up to 12 hours of battery life, and is positioned for all-day wear; the third-generation Ray-Ban Meta, starting at $449, retains the camera and upgrades shooting, noise reduction, and battery life; the existing Ray-Ban Display adds navigation and other features and expands its market reach. Meta plans to offer more than 100 eyewear options by the end of the year, including a collaboration with Blackpink member Lisa.

In its high-end product line, Meta released the Meta VR Glasses, which moves the computing unit and battery to an external device, reducing the weight of the glasses to about 100 grams. Targeting movie viewing, immersive content, and multi-screen office scenarios, it is priced at $1299.99 and is scheduled to be available in the spring of 2027.

Muse will be integrated with the aforementioned AI glasses "within the next few months," allowing users to activate the intelligent agent without touch using a wake word. This agent will then be able to perform tasks such as making reservations, recording meals, providing exercise guidance, and even discovering and purchasing items in front of them. Meta stated that Muse will run in the background and proactively provide feedback upon task completion.

Mac controls and email proxy, seamlessly integrating office scenarios.

In productivity scenarios, Meta announced that it will bring Muse's "computer usage" capabilities to the Mac platform. Once authorized by the user, Muse can control any application on the Mac and continue to perform pre-scheduled tasks even after the user leaves the computer.

"You can have it help you run a small business or do your work for you," said Alexandr Wang, Chief AI Officer at Meta, in his keynote address. "You can leave your computer, and it will continue to handle all the tasks in the queue for you."

Email functionality is also under development. In the future, Muse will have its own email address, which users can add to their email feed or forward emails directly to Muse for processing. Wang stated that this feature will be launched "soon," but did not provide a specific timeline.

In addition, Muse will add a real-time digital avatar feature, powered by the new AI model Muse Realtime Avatar, allowing users to have real-time video conversations with their customized Muse virtual avatar.

The shopping ecosystem is expanding rapidly, and the platform's openness has attracted thousands of developers.

Shopping is the most direct avenue for Muse's monetization. Meta has partnered with Stripe and Shopify, allowing Muse to access Shopify's complete product catalog and complete purchases via Link and Shop Pay. PayPal payment support is also continuously expanding. New retail partners include Walmart, Best Buy, Gap, Sephora, Wayfair, as well as travel platform Expedia and grocery delivery platform Instacart (coming soon). In the work context, new connectors include Box, GitHub, Granola, and Notion.

It is worth noting that, according to the Wall Street Journal, Amazon blocked Muse from making purchases on its platform on the eve of the conference, claiming that it was not authorized.

Regarding platform openness, Meta has allowed developers to build their own Muse connectors. Wang revealed that Meta received more than 1,500 applications in less than a week after the platform was opened. "I think this could be a once-in-a-lifetime opportunity," he said.

From a business perspective, Meta plans to offer a large amount of free usage and take a small fee from transactions facilitated by Muse. Currently, publicly available case studies cover scenarios such as shopping, travel, bill negotiation, and insurance. Meta stated that it will soon release its most powerful model to date, driving a comprehensive upgrade of the entire Muse model system.

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