The $36 billion annual-revenue estimate for Muse sounds extremely aggressive, although some analysts are still projecting at least $10 billion per year. I'm trying to understand what the product actually does that would make people willing to pay for it.
The examples usually involve booking appointments or shopping on someone's behalf. Most people may only schedule a handful of appointments each year, and I'm unclear about how shopping works—would Muse purchase items automatically, or mainly reorder routine groceries after getting approval? Many users may still want direct control over everyday purchases.
Business-focused AI agents seem like they could have enormous value, but Muse appears to be marketed primarily as a personal assistant. What revenue streams could realistically get it into the billions, and what evidence suggests there is strong demand for this kind of household automation?
3 Answers
The more convincing business case is probably commercial use. Companies could pay for branded agents that answer customer questions, manage messages, process returns, schedule services, or handle basic sales conversations across Meta’s platforms. Small businesses might find that cheaper than hiring staff, while large companies could generate enormous volumes of usage.
The biggest opportunity may be advertising rather than subscription fees. If Muse becomes widely used, it could learn what people need and influence recommendations or purchases. That creates a valuable new channel for sponsored suggestions and targeted marketing, although using an assistant that way could raise serious privacy and trust concerns.
People would probably react badly if companies were secretly paying to have their products recommended. Even if it were technically legal, transparency would matter a lot.
A paid consumer tier could also produce meaningful revenue if the service becomes genuinely useful. People might pay for an assistant that handles a growing list of tasks, but reaching tens of billions would require a massive user base, expensive premium plans, or additional business and advertising revenue. A basic appointment-booking assistant alone probably would not justify that scale.
An assistant’s recommendations could reveal a huge amount about someone’s habits, preferences, and personal life, which would make the data especially valuable to advertisers.