Meta has unveiled Muse, a new personal AI agent designed to help users manage everyday tasks and interactions across Meta’s ecosystem. Positioned as a more personalised and proactive assistant, Muse is intended to understand individual preferences, provide recommendations and support users with a range of activities, forming part of Meta’s broader push to make AI a more integrated part of daily digital experiences.

The launch reflects the growing race among technology companies to develop personalised AI assistants that move beyond simple chat functionality into more useful, context-aware support tools. As AI becomes increasingly embedded into consumer platforms, differentiation is shifting towards personalisation, convenience and how seamlessly these tools can fit into everyday behaviours. For brands, this signals the continued evolution of AI from a standalone feature to a core layer of the digital consumer experience.