One signal

Meta’s AI assistant Muse is drawing sharply different Wall Street forecasts: one analyst sees new ways to sell advertising through AI, while another flags the cost of building the business.

Guggenheim cites Apptopia data putting Muse at 1.3 million daily average users over five weeks, less than 0.05% of Meta’s 3.6 billion daily active user base. That is an early usage signal, not evidence that the assistant is already a meaningful revenue engine. The figures and forecasts come from analyst commentary reported by TradingView. The useful question for Meta is whether people will use Muse often enough, and trust it enough, for the advertising opportunity to become more than a bullish spreadsheet.

Discuss: Should Meta prioritise growing Muse’s audience before trying to monetise it, or does such a tiny share of its user base make the opportunity look premature?

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