Meta has rapidly expanded the availability of its AI assistant Muse by launching a dedicated iPad app just a month after debuting on mobile devices. This quick rollout contrasts sharply with other major apps, such as Instagram, which took over a decade to reach the iPad platform despite strong demand. Muse’s text-focused interface likely eased the transition to iPad, enabling Meta to swiftly cater to a broader user base across devices.

Since its September 8 launch on iOS and Android, Muse has gained significant traction, surpassing 6.6 million installs according to Sensor Tower estimates. The app functions as a versatile personal assistant, enabling users to manage emails, meetings, bills, and carry out tasks including booking reservations, ordering groceries, and making purchases. This utility is enhanced as Muse connects with users’ various online accounts to streamline their daily activities.

Meta has been actively widening Muse’s integration ecosystem by adding numerous third-party “connectors.” The recent iPad release includes new partnerships targeting small business tools such as Asana, Canva, Dropbox, Figma, QuickBooks, and Zoom, as well as connectors for Meta ad accounts. Retail collaborations with Best Buy, Gap, Sephora, Walmart, and Wayfair allow Muse to shop and transact on users’ behalf, demonstrating the assistant’s expanding real-world functionality.

Despite its growth, Muse encounters challenges typical of emerging AI technologies, such as issues with some websites mistaking the bot for malicious traffic and blocking access. To address this, Meta announced collaboration with industry partners on an open standard that would enable AI agents to properly identify themselves to websites. This approach aims to differentiate legitimate AI assistants from harmful bots, improving user experience and security in the evolving AI agent space.