Meta's AI Agent Muse Hits 3.4M Downloads as Company Doubles Down on Marketing Push

Meta's Muse AI application has quickly climbed toward the top of app store rankings, building significant traction just weeks after its September 8 debut. The momentum accelerated this week as Meta showcased upcoming features for the agent at its annual Connect developer conference, sending daily active users up 27% on Wednesday alone.

Download Growth Outpacing Rivals#

Download counts for Muse paint an impressive picture across multiple market intelligence trackers. Sensor Tower reported the app surpassed 3.4 million installs as of Thursday, while Apptopia pegged the figure higher at 4.3 million downloads (with 2.6 million on iOS). A third firm, Appfigures, measured roughly 2.3 million installs split fairly evenly between iOS and Android. (Muse is currently available only in the U.S. and Canada.)

The expansion velocity stands out against recent AI app launches. During its first two weeks, Muse achieved an average day-over-day download growth rate of 55%—more than double ChatGPT's 24% growth in its opening 10 days. By mid-September, Muse had claimed the top position on the U.S. App Store and soon after on Google Play Store, where it remains.

Meta's Strategic Promotion#

While organic enthusiasm has driven much of the uptake, Meta is actively promoting the application across its own platforms. The company began running house advertisements for Muse on September 9, and within 10 days, the app claimed the majority of promotional real estate across Meta properties, surpassing Facebook, Instagram, and WhatsApp. Meta has also expanded promotion beyond its own ecosystem, running ads on Reddit, TikTok, YouTube, and mobile ad networks.

The promotional approach for Muse differs meaningfully from how Meta marketed Instagram Threads. Instead of simply matching user-generated content to individual interests, the company tailors ads around specific tasks Muse can perform, emphasizing personalized utility based on Meta's data about each user.

By late September, Muse ranked in the top 10 brands by advertising spend. Despite this investment, paid ads drove only 6% of impressions through September 19—suggesting much of the growth remains genuinely user-driven.

What's Coming Next#

At Meta Connect, the company outlined a slate of new capabilities for Muse, including video chat with the Muse avatar, Mac computer control support, a dedicated email address, expanded partner integrations, and eventually smart glasses functionality. These additions signal Meta's commitment to deepening the application's role across its ecosystem.