Meta Muse Explained: Meta's Personal AI Agent and Muse for Small Business (2026)
Meta's Muse is a personal AI agent that books, buys, emails and keeps working after you close the app — with free, $20 and $100 tiers and a new Muse for Small Business. What it does and what it means in Australia.
The short answer
Muse, announced by Meta on 8 September 2026, is a personal AI agent that completes tasks rather than just answering questions — sending emails, booking travel, filling in forms and even making purchases — and keeps working after you close the app. It's free for most uses, with paid Power ($20/month) and Maximum ($100/month) tiers, and Meta has since launched Muse for Small Business.
What Muse does
From Meta's announcement:
- Handles discrete tasks such as sending emails and booking travel.
- Builds personalised plans for longer-term goals and keeps working on them.
- Opens a browser, fills in forms and can negotiate on your behalf.
- Remembers preferences and suggests actions unprompted.
- Makes purchases using Link (Stripe), with Shop Pay support coming.
At a follow-up event on 23 September, Meta added a Realtime Avatar for video conversations, the ability to control apps on macOS, and a dedicated email address for Muse so you can forward messages or copy it into threads.
Key takeaway
Muse is Meta's bet that everyday people — not just tech teams — will hand real errands to an AI agent. Its reach through Meta's apps makes it one to watch for consumer-facing businesses.
Pricing and availability
Muse is free for most of what people need, with Power at $20 a month and Maximum at $100 a month for heavier use (US pricing). It launched in the United States on iOS, Android and the web, with AI glasses support coming, and passed 2.5 million US downloads within weeks. Australian availability had not been announced at the time of writing.
Privacy controls
Meta says users choose which apps Muse can connect to, can disconnect them at any time, opt out of training, review an audit trail before sensitive actions and ask Muse to forget things it has learned.
Muse for Small Business
On 29 September Meta announced Muse for Small Business, extending the agent to business tasks (TechCrunch, CNBC). For Australian small businesses already selling through Facebook and Instagram, this is a sign that customer enquiries may increasingly arrive from — or be handled by — AI agents.
What it means for Australian businesses
- Make your business agent-readable. Clear opening hours, prices, booking pages and structured data make it easier for agents like Muse to recommend and book you.
- Keep checkout simple. Agents complete purchases more reliably on clean, standard checkout flows.
- Plan your own agent. Agileitt's AI services and website design from $99 can get your business ready for AI-driven customers.
Frequently asked questions
Is Meta Muse available in Australia?
At launch Muse rolled out in the United States. Meta had not announced Australian availability at the time of writing.
How much does Meta Muse cost?
Muse is free for most uses, with Power at US$20 a month and Maximum at US$100 a month for heavier use.
Research and further reading
- Meta: Introducing Muse
- TechCrunch: Meta expands Muse to small businesses
- Muse (AI agent) — Wikipedia
Details as reported at launch (October 2026); features, pricing and availability change — check Meta for current information.
Knowledge Hub
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