Meta goes all-in on personal Agent: Muse integrates with glasses, Mac, email, connecting shopping and work

Meta is rapidly transforming its personal AI agent, Muse, into a core platform that covers every aspect of its users’ lives—a comprehensive strategy surrounding “personal super intelligence” that is taking shape, from smart glasses to Mac desktops, from shopping transactions to daily work tasks.

On September 23rd, Meta held its annual Connect developer conference in Menlo Park, California. CEO Mark Zuckerberg announced that Muse will be integrated into the Meta smart glasses product line, gain new Mac computer operation capabilities, receive a standalone email address, and establish partnerships with major retailers including Walmart, Sephora, Best Buy, and Gap. Simultaneously, Meta introduced a new handheld device called “Muse Charm,” which is scheduled to ship before the holiday shopping season.

Muse was launched in early September and has already reached the top of the Apple App Store rankings, just as it enters the Canadian market. Zuckerberg describes it as Meta’s most significant bet in the consumer AI field to date, stating: “In the coming years, I expect Muse to grow into the personal super intelligence that billions of people around the world will use to achieve their goals and improve their lives.”

For commercialization, Meta plans to offer users large-scale free usage quotas and generate revenue by charging small commissions on user transactions. Supported by a sustained rise in its stock price, Meta’s shares have so far risen 30% this month, potentially marking its best monthly performance since July 2013.

This year’s Connect conference presented a vastly different scenario from a few years ago, when Zuckerberg made high-profile bets on the metaverse and even renamed the company. At this conference, the metaverse was nearly absent from the discussion. “We decided to deprioritize the metaverse for now,” Zuckerberg announced on stage.

The new central narrative is “personal super intelligence.” Wearing a black T-shirt emblazoned with “BUILDING IS MY LOVE LANGUAGE,” Zuckerberg defined Muse as the “core” of Meta’s overall vision. He demonstrated features including voice command to Muse via smart glasses and booking calendar slots for a meeting with CTO Andrew Bosworth—both of which worked seamlessly during the demonstration.

Technically, each user’s Muse runs within an individual private and secure computing environment (which Meta calls the “Muse Secure Virtual Machine”). The underlying model is Muse Spark, a multimodal model specifically trained for personal agents. Unlike traditional chatbots, Muse continuously runs tasks in the background, supports persona and character customization, and defaults to the persona named Jolly.

At Connect, Meta launched multiple new hardware products and deeply integrated them with Muse, building sensory entry points that cover every user scenario throughout the day.

For smart glasses, Meta established clearer distinctions: The $349 Ray-Ban Meta Audio removes the camera, focusing on music, calls, and voice interaction, with up to 12 hours of battery life for all-day wear; the third-generation Ray-Ban Meta starts at $449 and retains the camera while upgrading its photography, noise cancellation, and battery features; the current Ray-Ban Display adds navigation features and expands its market presence. Meta aims to offer over 100 glasses options by year-end, including special editions jointly released with Blackpink’s Lisa.

For the high-end segment, Meta unveiled Meta VR Glasses, shifting the computing unit and battery to an external device and reducing the headset weight to about 100 grams. Targeting video viewing, immersive content, and multi-screen office scenarios, these glasses will retail for $1,299.99 and are scheduled for a spring 2027 launch.

Muse will be integrated into these AI glasses “in the coming months,” enabling hands-free activation via wake words. Users will be able to book appointments, log meals, guide workouts, and even discover and buy items they see in front of them. Meta says Muse will work in the background and proactively provide results upon completing tasks.

For productivity, Meta announced that Muse’s “computer usage” capability will come to the Mac platform. With user authorization, Muse can operate any application on a Mac and continue executing predefined tasks even after the user leaves the computer.

“You can have it help you run a small business or do your work for you,” said Meta’s Chief AI Officer Alexandr Wang during his keynote, “You can step away from your computer—it will keep handling all queued tasks for you.”

Email functionality is also in development. In the future, Muse will have a dedicated email address, and users will be able to add it to email threads or directly forward emails to Muse for handling. Wang said this feature is coming “very soon,” but provided no specific timeline.

Additionally, Muse will introduce a new real-time digital avatar feature powered by the Muse Realtime Avatar AI model, enabling users to engage in real-time video conversations with customized Muse virtual characters.

The shopping use case is Muse’s most direct path to monetization. Meta has partnered with Stripe and Shopify to enable Muse to access Shopify’s entire product catalog and complete purchases via Link and Shop Pay, with ongoing expansion for PayPal support as well. New retail partners include Walmart, Best Buy, Gap, Sephora, Wayfair, along with travel platform Expedia and grocery delivery platform Instacart (launching soon). On the productivity side, new connectors cover Box, GitHub, Granola, and Notion.

Notably, according to The Wall Street Journal, Amazon blocked Muse’s purchase pathway on its platform right before the conference, claiming it was unauthorized.

On platform openness, Meta already allows developers to build their own Muse connectors. Wang revealed that in less than a week since opening the platform, Meta received over 1,500 applications, calling it “possibly a generational opportunity.”

For business logic, Meta plans to provide large-scale free quotas and charge small fees on transactions facilitated by Muse. Current use cases already include shopping, travel, bill negotiation, insurance, and more. Meta announced it will soon release its most powerful model yet, aiming to upgrade the entire Muse model ecosystem.