24th September 2026 – (Hong Kong) Mark Zuckerberg said that Meta’s new personal artificial intelligence agent, Muse, will remain free for a large share of usage, positioning the service to earn revenue later by taking a small cut from transactions the agent completes on users’ behalf, such as purchases, bookings or bill negotiations. Launched on 8th September with a free tier and optional subscriptions at HK$20 and HK$100 per month for heavier use, Muse is already being pitched as a tool that can save consumers money by comparison‑shopping, finding refunds and negotiating recurring bills.
New commercial partners were unveiled alongside the pledge. Retailers including Walmart, Best Buy, Gap, Sephora, Wayfair, Dick’s Sporting Goods, Ulta Beauty and Fanatics are integrating with Muse to power in‑app shopping, joined by productivity platforms such as Box, GitHub, Granola and Notion. Travel and grocery ordering will be supported through Expedia and Instacart. Muse taps Shopify’s catalogue with checkout via Link and Shop Pay, and now supports PayPal to broaden payment options.
Developers are moving quickly to build on the platform. Meta has opened its connector framework to outside developers and has received more than 1,500 applications for new integrations since last week. Existing connectors include services such as Spotify, Plaid and Ticketmaster, extending the agent’s reach across entertainment and finance workflows.
The rapid uptake has stirred debate about potential disruption to sectors that benefit from consumer inertia. As agents like Muse make it easier to compare prices, rebook travel and deal with customer service, analysts warn that telecoms, insurance and utilities could face pressure if switching becomes simpler and cheaper. A basket of companies seen as most exposed has underperformed in recent sessions, while Meta’s shares have rallied on signs of strong early adoption. Some market strategists argue that consumer agents may evolve into toll collectors, taking a modest fee as transactions flow through their apps, a shift that could challenge established online platforms.