Meta’s newest AI application, Muse, is quickly attracting attention in the competitive consumer AI market. Following its recent launch, the app has seen strong download growth, climbed app store rankings and received additional promotion across Meta’s ecosystem.
The momentum has also been supported by new product announcements that expand what Muse can do, positioning the application as more than a conventional chatbot.
Rapid Growth After Launch
Muse launched in the United States and Canada on September 8. According to estimates from Sensor Tower, the app had passed 2.5 million downloads earlier this week and subsequently moved beyond 3.4 million.
Other market intelligence companies have reported different totals. Apptopia estimated approximately 4.3 million downloads, including around 2.6 million from iOS. Appfigures placed total installs closer to 2.3 million, with downloads relatively evenly distributed between Apple’s and Google’s mobile platforms.
The differences demonstrate why third-party app estimates should be treated as approximate rather than exact measurements. Still, the available data points to significant early interest.
App Store Rankings Add to the Momentum
Muse reached the top position on the U.S. App Store on September 18 and remained there in the latest reported data. It also reached the number one position on Google Play the following day.
Sensor Tower reported that Muse had already achieved substantial growth during its first two weeks. From September 8 through September 17, the company estimated average daily download growth of 55%.
For additional context, Sensor Tower previously measured lower early download growth for ChatGPT, while Claude and Grok experienced declining download momentum during their respective launches.
Muse’s daily active users also reportedly increased following Meta’s annual developer conference. Sensor Tower recorded a 27% increase in daily active users on the Wednesday after the event.
Meta Expands Muse’s Capabilities
Meta Connect provided another opportunity for the company to highlight Muse and its upcoming features.
The company announced plans that include video conversations with a Muse avatar, computer-use capabilities on Mac, a dedicated email address and additional third-party integrations.
Meta has also discussed connecting Muse with smart glasses, potentially giving the assistant a role in Meta’s broader hardware ecosystem.
These developments suggest that Meta is positioning Muse as a personal AI agent capable of interacting with more services and devices rather than limiting it to text-based conversations.
A Major Cross-Platform Promotion Strategy
Meta is also using its existing platforms to introduce Muse to a much larger audience.
The company has promoted the application through its own services, including Facebook and Instagram. Sensor Tower reported that Meta began running internal advertisements for Muse shortly after launch.
Within its first several days, Muse reportedly received a significant share of Meta’s internal promotional placements, appearing ahead of promotions for some of the company’s established products.
The marketing effort has expanded beyond Meta’s own platforms as well. Muse advertisements have reportedly appeared across networks and services including Reddit, TikTok and YouTube.
By September 22, Sensor Tower placed Muse among the top 10 brands by advertising expenditure.
Marketing Is Only Part of the Story
Despite the substantial promotional push, advertising does not appear to explain all of Muse’s early growth.
Sensor Tower estimated that advertisements for Muse represented only about 6% of total ad impressions between its launch and September 19.
That suggests the application’s early performance has also been influenced by factors such as app store visibility, product reviews, word of mouth and user interest in Meta’s latest AI offering.
What Comes Next for Muse?
Muse’s early trajectory gives Meta an opportunity to establish another major consumer-facing AI product.
The combination of rapid adoption, integration with Meta’s existing platforms and planned capabilities could make the application an important part of the company’s broader AI strategy.
However, sustaining that momentum will depend on whether users continue returning to the application after the initial launch period and whether Meta can turn its growing user base into long-term engagement.
For now, Muse has made a strong entrance into the increasingly crowded AI assistant market, with Meta putting significant resources behind its expansion.
