Meta’s Muse Can Now Handle Travel, Emails And Online Shopping On Your Behalf

Meta has introduced Muse, a personal artificial intelligence agent designed to go beyond answering questions and responding to individual prompts. The company describes Muse as an AI system capable of taking over tasks, working towards broader goals and proactively making suggestions for users. The launch reflects the growing push by technology companies to develop so-called “agentic AI” systems that can perform actions on behalf of people rather than simply generating text or providing information. Meta is positioning Muse as a more active digital assistant that can help users complete everyday tasks with less manual intervention.

Muse is available through a dedicated Muse app and can also be accessed directly through WhatsApp, making the service available within platforms that users already rely on for communication and digital activities. Meta says users do not need technical expertise to use the AI agent. Instead, the service is intended to understand a user's requests and help carry out the required actions. This approach is aimed at making AI agents more accessible to people who may be familiar with conversational AI but have little experience with complex software or automation tools.

One of the key differences between Muse and conventional AI chatbots is its focus on taking action. Rather than simply telling users how to complete a task, Muse is designed to assist with activities such as booking travel, sending emails and shopping. This means an interaction with the AI can potentially extend beyond a written response into a series of practical steps. For example, a user looking for travel arrangements could use the agent to help with the process, while other users could rely on it to manage routine communications or assist with online shopping. The broader objective is to reduce the number of individual actions users have to complete themselves.

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Meta has described Muse as an AI agent that “works 24/7 to get things done,” highlighting its ability to work towards tasks and objectives rather than being limited to one-off conversations. The company also says Muse can make suggestions on its own, which introduces a more proactive element to the interaction. Instead of waiting for users to provide every instruction, an agent of this kind can identify possible next steps and offer assistance. That capability is an important part of the transition from traditional conversational AI to systems designed to function more like digital personal assistants.

The development of Muse comes as the technology industry increasingly focuses on agentic artificial intelligence. Traditional generative AI systems are generally designed to respond to prompts by producing text, images, code or other content. AI agents, by comparison, are being developed to interpret objectives, determine the steps needed to achieve them and potentially interact with digital services to complete those steps. This could make AI useful for a wider range of routine activities, from organising information and managing communications to completing transactions. However, greater autonomy also makes issues such as user permissions, accuracy, privacy and oversight increasingly important because an AI system acting on a user's behalf can have consequences beyond a simple generated response.

With Muse, Meta is seeking to make this more autonomous form of AI part of everyday digital life. Its availability through both a dedicated app and WhatsApp gives users multiple ways to interact with the service, while its focus on practical tasks distinguishes it from an assistant that only provides answers. The company's emphasis on ease of use also suggests that it wants AI agents to become accessible to a broader audience rather than remaining tools primarily used by technically skilled users. As AI technology continues to evolve, services such as Muse could increasingly shift the role of personal assistants from answering questions to actively helping people accomplish goals across different areas of their digital lives.

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