Meta is putting its muscle behind Muse as the AI app takes off

Meta's new AI app Muse has seen rapid uptake since its September 8 launch, climbing to the top of app store charts and accumulating between roughly 2.3 million and 4.3 million downloads depending on market-intelligence estimates. The company amplified the app's visibility at its Meta Connect developer conference and through cross-platform promotions across Meta properties and other ad networks.

By AI Newsroom· Reviewed by Pranav, Founder & Editor-in-ChiefPublished 1 minute agoUpdated 1 minute ago0 views

Meta is putting its muscle behind Muse as the AI app takes off

Why It Matters

Muse's swift adoption highlights Meta's ability to drive distribution for new products using its large ecosystem and advertising muscle, and underscores growing consumer interest in personal AI assistants. The rollout and feature roadmap announced at Meta Connect indicate Meta plans to integrate Muse across devices and services, which could shape competition in the fast-evolving AI app market.

Key Facts

Launch date: September 8, 2023
Download estimates (Sensor Tower): more than 3.4 million as of the firm's Thursday estimate
Other download estimates: Apptopia: 4.3 million; Appfigures: ~2.3 million
Geographic availability: U.S. and Canada only
Early growth metrics (Sensor Tower): 2.8 million downloads in first two weeks; 55% average day-over-day download growth from Sept. 8–17

Meta's AI assistant app Muse has rapidly climbed app store charts since its September 8 debut, with market-intelligence firms reporting several million installs in the weeks after launch. Sensor Tower estimated more than 3.4 million downloads as of its Thursday snapshot, while Apptopia placed the total at about 4.3 million and Appfigures reported roughly 2.3 million installs. The app is currently available only in the U.S. and Canada.

The company used its Meta Connect developer conference to showcase forthcoming Muse features, including video chat with the Muse avatar, Mac support for computer use, a dedicated email address for the assistant, expanded partner connectors, and plans for smart-glasses integration. Sensor Tower also recorded a 27% increase in daily active users the day after the conference.

Meta has promoted Muse across its platforms and beyond, deploying house ads across Facebook and Instagram within a day of launch and expanding advertising to mobile ad networks and other social platforms such as Reddit, TikTok, and YouTube. Sensor Tower said Muse received the majority of Meta’s internal house ad placements within 10 days of its release and ranked among the top 10 brands by ad spend as of September 22. Still, Sensor Tower found that paid ads accounted for only 6% of Muse ad impressions from launch through September 19, indicating much of the app’s traction has been organic.

Early download-growth comparisons highlight Muse’s momentum: Sensor Tower reported an average 55% day-over-day download growth for Muse during its first nine days on app stores, versus a 24% average for ChatGPT in its initial 10 days. Muse reached the No. 1 spot on the U.S. App Store on September 18 and topped Google Play on September 19, maintaining those rankings thereafter.