Meta's Muse: the personal agent that wants to do it all for you

Imagine asking your phone: "clean up my inbox, buy those sneakers I saved, and send out the birthday invitations." Hours later, it's all done, and you only had to approve the payment. That's the promise of Meta's Muse, the personal agent that Mark Zuckerberg treated as the star of Meta Connect on September 23, 2026. Connect is the annual conference where Meta presents its products.

Meta doesn't treat Muse as just another product. Zuckerberg opened the event saying that Muse is "the centerpiece" of the company's vision. That same evening, Meta announced it would get a face, a voice, its own email address, a place in the company's glasses, and even a pocket device. And the question that matters to readers here: can you use it in Brazil?

Quick summary: the answer in 30 seconds. Muse is an AI agent from Meta: instead of just answering questions, it buys, sends emails, and plans trips for you. At Meta Connect, it gained the promise of an avatar with voice, its own email, glasses, and a dedicated device, the Muse Charm. It's free up to a usage limit, with plans at $20 and $100 per month. For now, it only works in the United States, with no date set for Brazil.

Index

• What is Meta's Muse
• What did Meta announce for Muse at Meta Connect 2026?
• Muse Charm: what is Meta's "Tamagotchi"?
• How does Muse work in Meta's glasses?
• Is Muse growing faster than ChatGPT?
• How much does Muse cost and how does Meta make money from it?
• Can you trust Muse with personal data?
• What Muse changes for you
• Frequently asked questions

What is Meta's Muse

Meta's Muse is a personal AI agent launched on September 8, 2026. It connects to apps you already use, like email, calendar, and stores, and executes tasks on its own, asking for your approval before sensitive actions. It works through the app on iPhone and Android, through the muse.ai website, and inside WhatsApp.

In Meta's official announcement, the company sums up the idea in one sentence: Muse doesn't just answer questions, it does the work. Behind it runs Muse Spark, the company's AI model: the "brain" that understands your request and decides what to do. Meta calls it its most capable model to date.

Chatbot answers, agent does

A chatbot is what you know from ChatGPT: you ask, it answers, and the rest is up to you. An AI agent is a program that receives a goal and takes the steps to fulfill it, opening websites, filling out forms, and clicking buttons.

Think of the difference between a friend who explains how to change your internet plan and an intern who calls the provider and changes the plan for you. The first is the chatbot. The second is the agent. Except that for the intern to work, you need to hand over your email password and credit card.

In practice, Meta cites requests like sending emails, booking trips, negotiating discounts on household bills, selling a car for a better price, and turning a recipe video saved on Instagram into a shopping list. Long tasks keep running after you close the app.

If you want to compare with other agents, our comparison between OpenClaw and Hermes shows other market options.

How Muse connects to your apps

Muse uses connectors, which are ready-made connections with other services, from work apps to online stores. At launch, Meta mentioned dozens of partners. You choose which ones to connect and how much access each one gets: in email, for example, whether the agent only reads or also sends.

When there's no ready-made connector, Muse tries other paths. If the service has an API (an official gateway for programs to communicate with each other), it sets up the connection with the login and password you provide. If not, it opens a browser and uses the site as a person would.

All this happens in the Muse Secure VM. VM stands for virtual machine: a simulated computer running on Meta's servers, reserved just for your agent. It's as if each user gets a locked office, where Muse works and where your data and passwords are stored.

In one sentence: Muse is a digital employee working on its own computer in the cloud, with access to the apps you authorize.

What did Meta announce for Muse at Meta Connect 2026?

At Meta Connect 2026, Meta announced four fronts for Muse: an avatar with face and voice for video conversations, its own email address, arrival on Meta's glasses, and many more connected stores. It also showed the Muse Charm, a pocket device made just for talking to the agent.

The event's message was clear. According to TechCrunch, Zuckerberg said he expects Muse to become, in the coming years, the "personal superintelligence" used by billions of people: an AI more capable than any specialist, at the service of each user. Each announcement points in that direction: making the agent more present in your day.

An avatar with face, body, and voice

Muse can now have an appearance chosen by you and converse by video in real time. The technology is called Muse Realtime Avatar and, according to Meta's research blog, animates any character: a portrait, a drawing, an animal, or even an object.

What gives voice to the avatar is Muse Realtime Voice, Meta's voice model, which synchronizes speech, lip movement, and expressions. The company says every generated video carries an invisible watermark to be identified as AI-made.

It seems like an aesthetic detail, but it's strategy. An agent with a friendly face is easier to accept, even when it makes mistakes. A column in The Verge pointed out exactly this: cuteness also helps lower the guard of those who will hand over personal data.

Own email and Mac control

Muse will get an email address just for itself. It serves for it to communicate with stores and services on your behalf, or for you to forward messages it should resolve. It's also a way out for those who don't want to give the agent access to their own inbox. Meta only says the feature arrives "soon."

On the computer, the Muse app for Mac already works with files, programs, and browser tabs. On stage, Alexandr Wang, Meta's AI chief, said you can step away from the computer and Muse continues working on the task queue.

Shopping at major American stores: Shopify, PayPal, and retailers

This is the most revealing announcement. According to the official Connect summary, Muse already accesses Shopify's entire catalog, a platform used by online stores worldwide. Now it gains major American chains, such as Walmart (supermarkets), Best Buy (electronics), Gap (clothing), Sephora (beauty), and Wayfair (furniture), plus Shop Pay (Shopify's own payment wallet) and PayPal for payment.

Travel and groceries also enter: Instacart, an American grocery delivery service, is already on the list, and Expedia, for travel bookings, arrives soon. For work, there's Notion (notes), Granola (meeting minutes), GitHub (code), and Box (cloud files). The question is why so many stores. The answer lies in the business model, which we explain later.

Muse Charm: what is Meta's "Tamagotchi"?

The Muse Charm is a small pocket device made just for talking to your Muse. It has a screen that shows the agent's avatar and works without unlocking your phone. Meta says it brings a real-time voice model and promises more details still in 2026, with no price or sale date.

The comparison with Tamagotchi, that virtual pet keychain from the 1990s, came from the American press, and makes sense. The Charm fits in the palm of your hand, can go on a keychain, and shows your agent's character on the screen.

According to TechCrunch, just touch a fingerprint sensor in the corner of the device to start talking. Zuckerberg presented it as the fastest way to talk to Muse for those who don't use Meta's glasses. The Verge also noticed what appears to be a small camera, to show the agent what's in front of you.

Much was left open. Meta didn't explain how the Charm connects to the internet, how much it will cost, or when it arrives in stores. The risk of any device of this type is repeating what the phone already does. Meta's advantage is that the agent that will live inside it has already been installed by more than a million people.

How does Muse work in Meta's glasses?

Muse will arrive on Meta's smart glasses, like the Ray-Ban Meta, "in the coming months," according to the company. You call the agent by its name, make the request out loud, and it takes care of the task while you do something else. Since the glasses have a camera, Muse also acts on what you're seeing.

On Meta's blog about the glasses, the examples are from everyday life. You can ask for a guided workout, log a meal, schedule an appointment, or buy a product you saw on the shelf. All without taking your phone out of your pocket, while driving, cooking, or running.

This fits with Meta's bet on glasses. The company says it will have more than 100 models of glasses with AI by the end of the year, among Ray-Ban, Oakley, and its own line. For Meta, glasses are the ideal entry point for an agent: they're on your face all day.

$1,299.99 VR glasses: what they are

Virtual reality (VR) is the technology that places screens very close to your eyes to create the sensation of being somewhere else.

The Meta VR Glasses are the company's new VR device, in the format of glasses instead of a headset. They weigh about 100 grams, one-fifth of the Meta Quest 3, the brand's VR headset, and will cost $1,299.99, according to the official announcement. Sales begin in the spring of 2027 in the northern hemisphere, between March and June.

The glasses stay on your face without head straps. Processing and battery are in a separate device, attached to your pocket by a cable.

According to Meta, your AI agent is built into the glasses' software: it's another place where Muse can work for you. You command everything with your voice, eyes, and hand gestures, without needing to hold controllers. The proposal is to be personal cinema, work screen, and video game in one place, with Disney+ 3D, live sports, and more than 75 games at launch.

In one sentence: Meta wants Muse everywhere you can talk to it: on your phone, computer, glasses, Charm, and inside virtual reality.

Is Muse growing faster than ChatGPT?

It's impossible to confirm. What is confirmed is that Muse reached number one on the App Store in the United States, knocking ChatGPT from the top. But the numbers are estimates from data companies, not from Meta. And Meta can announce the app inside Facebook, Instagram, and WhatsApp without spending on advertising, which inflates downloads.

According to Appfigures, a company that estimates app downloads and revenue, Muse totaled about 1.1 million installations in the first 11 days. It reached the top of the American App Store on a Saturday and the Google Play top the next day.

The comparison with ChatGPT's first weeks, which circulated in the American press, comes from Apptopia, another data company. It didn't publish the survey, so we're leaving those numbers out.

The same Appfigures issues a warning. By its estimates, Muse earned about $27,000 in the first 11 days. Grok Bot, X's agent (formerly Twitter), earned $175,000 in the same interval. In other words: many people installed it, few people paid so far. High downloads measure curiosity; daily use and payment are the real test.

How much does Muse cost and how does Meta make money from it?

Muse is free up to a weekly usage limit. Those who want more have two plans: Power, at $20 per month, and Maximum, at $100 per month (checked on 09/26/2026). But Meta's main revenue bet is different: charging a small fee on purchases that Muse makes for you.

Meta's Help Center measures usage in tokens, which are small pieces of text processed by AI. The more tasks the agent executes, the more tokens it spends. Think of a cell phone data plan: the allowance runs out, you wait to renew or pay for more. Muse's allowance renews every week, and Meta doesn't say how many tasks it covers.

Maximum costs five times Power and delivers six times more usage. Meta itself, however, says the free plan covers most of what people need.

On stage, Zuckerberg was direct: the company will release Muse for free for "a huge number of tokens," with the expectation of profiting by "charging a small fee on transactions." It's a model similar to a broker who doesn't charge for consultation but earns commission when the deal closes.

Now the Connect announcements fit together. Walmart, Best Buy, Sephora, Shopify, PayPal: each partner is a place where Muse can buy. The glasses buy what you see on the shelf, and the Charm and avatar keep the agent always at hand. Each purchase is a chance for Meta to receive its share. The company also says Muse will save you money, renegotiating bills and finding better prices.

To pay, Muse uses Link, the digital wallet from Stripe, an American company that processes online payments. According to Meta, it generates a single-use card for each purchase, and your real card number stays hidden. Purchases also count on Link's protections, such as coverage for damaged items and fee-free returns on purchases that fit Link's rules.

In one sentence: Muse is free because Meta bets it will earn more as an intermediary of your purchases than by charging a subscription.

Can you trust Muse with personal data?

It depends on how much you trust Meta. The company promises several protections: passwords stored away from the agent, approval before purchases and emails, option not to use your conversations to train AI, and no data sent to the advertising system. But Meta's history with privacy weighs against it.

Before the safeguards, it's worth seeing what's at stake. For Muse to really work, you hand over:

• access to your email and calendar;
• logins and passwords for the services it will use;
• a payment method, through the Link wallet;
• your activity on Instagram and Facebook, if the accounts are connected;
• in the glasses, the image of what you're seeing.

According to the official announcement, a second agent, Sentinel, watches Muse inside the virtual machine. Nothing Muse does reaches the internet without Sentinel's approval. Muse also shows a log of everything it did and plans to do, and you can tell it to "forget" something.

Meta also promises, by the end of 2026, Muse Confidential VM. In it, the entire virtual machine is encrypted, that is, locked in a digital safe whose key only you have. The company states that not even it could see your data. Today, however, this layer doesn't yet exist.

The other side of the scale is the past. In 2019, the United States Federal Trade Commission imposed on Facebook a record fine of $5 billion for privacy violations. The Cambridge Analytica scandal of 2018 also weighs, when Facebook user data ended up at a political consultancy without their consent.

Early tests reinforce the doubt. A The Verge reporter says Muse worked well for cleaning the inbox and making purchases. But it listed very specific interests of hers, drawn from Instagram activity, with more details than Instagram itself shows on the settings screen.

Meta confirmed to The Verge that Muse can infer interests from Instagram when the account is connected. To avoid this, you need to disconnect Instagram from Muse in the Accounts Center. On the Muse security blog, the company itself admits the agent will make mistakes, yes, just with less frequency and less damage, thanks to the protections.

In one sentence: Muse's technical safeguards are serious, but the final decision is one of trust, and Meta still needs to earn it.

What Muse changes for you

For now, little in Brazil: Meta launched Muse only in the United States, says it's in "limited testing," and hasn't yet released it in other countries. But it shows where AI made for the general public is going. The competition has shifted from who answers best to who does more tasks for you.

The announced connectors are also almost all American: Walmart, Best Buy, Instacart. Even when Muse arrives in Brazil, it will only be truly useful if it talks to Brazilian stores, banks, and services. Meta hasn't disclosed plans for the country.

Meanwhile, you can prepare by thinking about how you would use an agent like this:

If you want to follow this type of news, our artificial intelligence section gathers guides on agents, models, and tools.

Frequently asked questions

Does Meta's Muse work in Brazil?

Not yet. Meta launched Muse in the United States, says it's in limited testing, and hasn't yet released it in other countries. There's no announced date for Brazil.

Is Muse free?

Yes, up to a weekly usage limit. After that, you wait for the limit to renew or subscribe to a plan: Power, at $20 per month, or Maximum, at $100 per month. Meta says the free plan covers most common usage.

What is the Muse Charm?

It's a pocket device, with a screen, made just for talking to your Muse. It works without unlocking your phone and shows the agent's avatar. Meta hasn't yet disclosed price or sale date.

How much do Meta's VR glasses cost?

The Meta VR Glasses will cost $1,299.99 and arrive in the spring of 2027 in the northern hemisphere, between March and June. There's no forecast for official sale in Brazil.

Does Muse read my emails?

Only if you authorize it. You choose whether it only reads or can also send messages on your behalf, and you can disconnect the account whenever you want. Before sending an email, Muse asks for your approval.

Meta bet that the next step in AI is doing things for you, and built an entire ecosystem, from phone to keychain, for that. It remains to be seen whether people will hand over the keys to their own digital life to a company that still carries so many questions about privacy.