Meta’s Muse AI Assistant Projected to Generate $27 B Revenue by 2030

Citigroup estimates that Meta’s AI-powered personal assistant, Muse, could produce more than $27 billion in annual revenue by 2030. The projection splits into roughly $23 billion from transaction-related activity and about $4.5 billion from subscription fees. Citi frames Muse as a “front door to the internet,” positioning it as a central pillar of Meta’s broader AI strategy and a potential catalyst for new commerce and subscription streams.

Citigroup sees Meta’s Muse generating $27bn by 2030 Meta’s Muse Could Become $27 Billion Business, Citi Says

Muse debuted on September 8 and quickly attracted user attention, with Meta’s share price rising over 20 % since launch and up 12.4 % year-to-date. An illustration of the product, dated September 23, 2026, highlights the branding and robotic interface. Citi notes that the assistant has amassed more than 6.6 million cumulative downloads and 1.8 million daily active users, suggesting growing adoption as Meta promotes the service.

Citigroup sees Meta’s Muse generating $27bn by 2030

• Cumulative downloads: 6.6 million (since launch)

Meta’s Muse Could Become $27 Billion Business, Citi Says

• Daily active users: 1.8 million

Meta’s Muse Could Become $27 Billion Business, Citi Says

• Projected 2030 revenue: $27 billion (? $23 billion transactions, $4.5 billion subscriptions)

Meta’s Muse Could Become $27 Billion Business, Citi Says

• Competitors cited: OpenAI’s ChatGPT Dots, Google’s Gemini, and Anthropic’s Claude – all developing competing AI agents aimed at the same consumer computing platform.

Meta’s Muse Could Become $27 Billion Business, Citi Says

Citi’s analysis emphasizes Muse’s first-mover advantage, arguing that early market leadership could be decisive as rivals expand their agent offerings. The firm also points to the assistant’s role in deepening user engagement across Meta’s ecosystem, potentially unlocking new revenue streams beyond traditional advertising.

Meta’s Muse Could Become $27 Billion Business, Citi Says

• “With Muse the centerpiece of Meta’s AI vision to be a key part of a user's daily life, we believe personal agents (PAs) — with Muse benefiting from its 1st-mover advantage, are emerging as the new front door to the internet,” — Citi

Citigroup sees Meta’s Muse generating $27bn by 2030

• “Muse’s math is harder on both the cost and revenue sides,” — PYMNTS

Meta’s Muse Could Become $27 Billion Business, Citi Says