OpenAI launches a rival to Meta’s Muse, as the battle for AI agents kicks into high gear

OpenAI has released a new offering designed to compete directly with Meta's Muse, signaling an escalation in the contest over so-called AI agents. These agents are personalized artificial intelligence systems intended to perform tasks and interact on behalf of users, and both OpenAI and Meta are among the major firms racing to establish early leadership in the space.

The introduction of OpenAI’s rival product comes as the broader tech sector places increasing emphasis on personal AI assistants. Companies view these agents as a next-generation interface layer that could reshape everyday workflows, device interaction, and customer engagement, prompting rapid investment and development cycles.

The move also highlights how competition in AI is shifting from raw model performance toward applications and user-facing services. Firms are now focusing on integrating models into assistants that can manage context, execute multi-step tasks, and connect with third-party services — capabilities that are central to claims about the value of personal AI.

As OpenAI and Meta expand their offerings, observers expect continued product announcements and feature updates from multiple vendors. The outcome of this competition will likely influence how quickly personal AI assistants are adopted and which firms set the standards for functionality and user experience.