Meta’s AI assistant Muse is gaining momentum fast. In less than three weeks since launching on September 8, the app has surpassed 3.4 million downloads, according to recent estimates. Earlier figures placed it at 2.5 million, but a surge after Meta’s Connect conference pushed it well past that mark. The U.S. and Canada remain its only markets so far.
Early adoption skyrockets
Tracking firms show strong but varied numbers. Sensor Tower logs 3.4 million installs by around September 24, while Apptopia estimates around 4.3 million total—2.6 million of which are on iOS. Appfigures reports about 2.3 million, split evenly between iOS and Android.
Muse’s growth isn’t just about downloads. The app averaged about 55% day-over-day growth during its first nine days after launch (September 8–17), putting it ahead of early growth rates seen by ChatGPT during its rollout, which saw 24% daily growth in its first 10 days. Muse’s surge continued with Meta’s Connect event, where active users jumped 27% the day after the conference ended.
Meta’s promotion machine in motion
Meta is actively pushing Muse using multiple promotional channels. Internal ads started rolling out a day after launch, marking Muse as one of the most promoted apps across Meta’s own platforms, outpacing Facebook, Instagram, and WhatsApp. External marketing includes ads on Reddit, TikTok, YouTube, and through mobile ad networks.
At Connect, Meta revealed new additions coming to Muse: video chat with its avatar, Mac support, a dedicated email address, wider integration with partner platforms and connectors, and plans for smart glasses compatibility.
Muse also claimed the top spot on both U.S. app rankings—reaching #1 in the App Store as of September 18 and doing the same in the Google Play Store on September 19. The app has held onto those positions since.
While Meta’s marketing has been aggressive, it hasn’t been the whole story. Paid ads accounted for just about 6% of Muse ad impressions through September 19. Organic discovery and word of mouth appear to be fueling much of its growth.
Muse’s early reviews have also praised its design and the strength of its AI model, helping to drive user interest. Meta floated the app’s polished UX and agent capabilities in tandem with its promotional efforts.
Background: Muse is Meta’s newly launched generative AI assistant released September 8 in the U.S. and Canada. It’s part of a growing trend among tech giants pushing into consumer-facing AI agents that combine large language models with multimedia capabilities and assistant-like functionality. Competitors like ChatGPT and Claude set early benchmarks in the space. Meta’s move reflects an AI arms race for dominance in personal and conversational AI.
This momentum puts Meta on a powerful trajectory—but sustaining it will be the test. Key will be delivering promised features like video chat and smart glasses integration, as well as expanding beyond current geographies. It’s not just about viral growth; to compete long term, Muse needs to build depth: robust AI understanding, reliable performance, and compelling integrations. What happens in the next few quarters will tell whether Muse is another headline or the next platform.
