Meta’s Muse AI is exploding in popularity—and already drawing heated backlash from another tech giant

Meta’s new AI agent app is quickly taking hold of the consumer market, unseating ChatGPT as the top free app on Apple’s App Store in recent days.

The app, which features a personal AI agent that books appointments, shops, and organizes calendars on people’s behalf, is the talk of tech circles this week.

Named Muse, the app, which uses Meta’s latest Muse Spark AI model, connects users to a range of services that its AI agent autonomously handles.

That means handing over access to accounts across a user’s phone in exchange for Muse booking a vacation or handling restaurant reservations on their behalf.

It’s the first major consumer AI agent push by Meta, and it’s catapulting the company for now, past its competitors.

Not everyone is rolling out the red carpet for Meta’s Muse, however.

Amazon blocked Meta’s assistant from accessing its online store, saying that “continued access by an unauthorized AI agent violates Amazon’s Conditions of Use, to which our customers have agreed.” Amazon said Meta never asked for permission to access its site.

Meta didn’t immediately respond to a request for comment, though the company announced it would partner with Shopify for some of Muse’s shopping features.

“It is only a matter of time before there is an Apple and Google version of Muse and possibly TikTok, in addition to the frontier LLM agents,” Nikesh Arora, chief executive at Palo Alto Networks , wrote on X.

“Every app that is a services, marketplace or commerce app will need to existentially decide to open [Application Programming Interfaces] for consumer agents to interact.

Smaller players have no choice.

Either the consumer benefits or distribution aggregators will demand a higher transaction fare.” Muse’s break-out success represents a much needed victory for Meta in the AI arena, following a series of struggles by the company to compete with frontier labs like OpenAI and Anthropic.

Muse’s fast-rising popularity, and Amazon’s reactionary block, show how quickly agentic technology is transforming the consumer space.

Meta released Muse just as Anthropic and OpenAI released cheaper versions of some of their models.