Meta launches Muse AI assistant in bid to close gap with rivals

Meta unveiled Muse, a personal AI assistant designed to put the technology in the hands of virtually anyone, marking another step in the company's effort to catch up in the AI race. The product, announced Wednesday, is part of a broader multi-billion-dollar strategy overhaul aimed at revitalizing Meta's position against rivals like OpenAI and Google. With Muse, Meta is betting that accessibility—not just raw model power—will win over everyday users.

Muse is built to handle a range of tasks, from answering questions to assisting with creative projects, though Meta has not detailed every capability. The assistant is expected to integrate across Meta's family of apps, including Facebook, Instagram, and WhatsApp, giving it a distribution advantage that competitors lack. That reach, Meta argues, could make Muse a default choice for the billions who already use its platforms daily.

The launch comes as Meta has faced criticism for lagging in generative AI, particularly after the mixed reception of its earlier Llama models and the slow rollout of consumer-facing tools. The company has poured billions into AI infrastructure, including custom chips and data centers, but has struggled to translate that spending into products that resonate. Muse appears to be a direct response to that pressure, with a focus on simplicity and broad utility.