Meta’s new Muse AI agent is showing strong early stickiness, with 73% of new users returning the day after install—nearly twice ChatGPT’s rate—according to Sensor Tower. Usage is climbing, with Similarweb estimating 2.182 million daily active users as of Oct. 5. The momentum faces a potential headwind as major websites, including Amazon, move to block AI agents from browsing or transacting, a shift that could curb utility and growth. Even so, Muse ranks second behind ChatGPT in overall retention beyond the first week. Deutsche Bank’s Benjamin Black projects Muse could contribute up to 8% of Meta’s revenue by 2030—about $36 billion—with a low case of $2.4 billion, citing its consumer-first design and transaction capabilities. Meta shares have rallied as investors price in the agent’s role in the company’s AI strategy.
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