Meta is aggressively supporting its new AI app, Muse, as it gains significant momentum in the marketplace. Launched on September 8, Muse has rapidly accumulated over 3.4 million downloads within just a few weeks, surpassing early expectations and receiving strong positive feedback. The boost in user interest aligns with Meta’s prominent promotion of Muse at its recent Meta Connect developer conference, where the company unveiled enhancements such as video chat with AI avatars, Mac support, email integration, new partnerships, and upcoming features for smart glasses.

Market intelligence firms provide varying figures on Muse’s adoption: Sensor Tower estimates 3.4 million installs as of late September, Apptopia reports 4.3 million overall downloads, and Appfigures notes about 2.3 million installs. Despite these discrepancies, the consensus is that Muse is performing very well, quickly securing the top spot on both the U.S. App Store and Google Play. Daily active user numbers also surged by 27% following the Meta Connect event, underscoring the app’s rapid growth trajectory.

Meta’s marketing strategy for Muse differs from previous launches like Instagram Threads. The company focuses on showcasing personalized, useful AI capabilities within its promotional units, leveraging data to highlight how Muse can assist individual users. Meta began running house ads for Muse immediately after launch, outspending promotions for its other flagship apps Facebook, Instagram, and WhatsApp across its platform. Beyond Meta’s ecosystem, the company has invested in ads on mobile networks and social platforms such as Reddit, TikTok, and YouTube, making Muse a top advertiser by September 22.

However, Meta’s promotional efforts are only part of Muse’s success, as organic growth accounts for most of the app’s widespread adoption. Sensor Tower data shows that while ads represent a small fraction of total impressions, the combination of strong early reviews, a polished user experience, and strategic cross-platform exposure has fueled Muse’s rise in the competitive AI app market. This reflects Meta’s commitment to establishing Muse as a leading personal AI assistant as the technology becomes increasingly central to consumer digital habits.