Meta is making a major push into consumer artificial intelligence with its new AI agent Muse, placing the technology at the centre of its annual Connect event.

CEO Mark Zuckerberg has signalled plans to integrate AI features more deeply across Meta’s products as the company seeks a larger share of the rapidly expanding consumer AI market.

The strategy differs from the growing emphasis on enterprise applications and coding tools among major AI companies such as OpenAI and Anthropic, according to a discussion on TechCrunch’s Equity podcast.

Meta Targets Consumer AI Market

TechCrunch reporters Kirsten Korosec, Sean O’Kane and Anthony Ha discussed Meta’s latest AI announcements on the podcast.

Ha said Meta’s focus on consumers stood out as competitors increasingly target businesses and professional users.

He suggested the shift could create an opportunity for Meta to build a more consumer-oriented AI ecosystem.

The company’s approach includes Muse as well as a Tamagotchi-style AI device designed for adults.

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The playful design reflects Meta’s effort to bring AI agents into everyday consumer experiences rather than limiting them to workplace applications.

Muse Faces Questions Over Everyday Use

The early experience with Muse has produced mixed signals about its long-term appeal.

O’Kane, who tested the AI agent, said it helped him discover money he did not know he was owed.

However, he described the experience as closer to a novelty or “party-trick type thing” than a feature that would necessarily encourage regular use.

That highlights a key challenge for Meta.

The company must show that Muse can provide practical value beyond impressive demonstrations.

Consumers may be more likely to adopt AI agents if they solve recurring problems and become useful parts of their daily routines.

Trust Could Shape Meta’s AI Strategy

Privacy and data use could pose another challenge.

AI agents can potentially access highly personal information. That could include financial details, communications, preferences and records of everyday activities.

O’Kane questioned whether users would feel comfortable giving Meta that level of access.

The concern is particularly relevant because Meta has historically generated much of its revenue through digital advertising.

“Meta’s business is to sell you ads,” O’Kane said during the discussion.

The debate highlights a broader issue facing consumer AI companies.

The more information an AI agent can access, the greater the questions over how that information will be stored, processed and used.

Meta Seeks a Place in Everyday AI

Meta’s consumer AI strategy therefore faces two major tests.

First, Muse must offer enough practical value to encourage people to use it regularly.

Second, Meta must build sufficient trust for users to share increasingly personal information with its AI systems.

The company’s decision to emphasise consumer AI could give it a distinct position as competitors expand their enterprise offerings.

However, Muse’s long-term success will depend on whether Meta can turn AI demonstrations into services that consumers find genuinely useful and trustworthy.