Meta’s Muse launches on iPad just a month after its mobile debut

Meta announced Wednesday that its Muse assistant now has a dedicated iPad app, released about a month after Muse arrived on iPhone. The company contrasted the pace with Instagram, which took roughly 15 years to reach iPad despite persistent user requests.

Muse launched on iOS and Android on September 8 and has since topped 6.6 million installs, according to estimates from market intelligence firm Sensor Tower. The app is one of many consumer-facing AI agents; it lets users connect accounts to track email, meetings and bills, and to carry out tasks such as booking reservations, ordering groceries, setting goals and making purchases.

Those integrations appear in Muse as "connectors," which users add and sign in to selectively based on how much of their online activity they want an AI agent to handle. Alongside the iPad release, Meta updated the connector list with small-business-oriented services including Asana, Canva, Dropbox, Figma, QuickBooks, GitHub, Klaviyo and Zoom, plus connectors for Meta ad accounts, and added Notion and Granola. Meta also recently named retail partners Best Buy, Gap, Sephora, Walmart and Wayfair, which let the agent shop those sites and complete transactions for users.

Meta cautions the technology is still new, and these experiences can run into problems when websites mistake agents for bots and block access. On Tuesday, Meta said it is working with industry partners on an open standard that would let personal AI agents identify themselves to businesses, helping companies separate legitimate bots from malicious ones.

Why it matters: For Meta, the quick iPad release and the growing connector and retail roster widen where Muse can act on a user's behalf and which services developers and merchants can plug into. The blocked-bot issue and the proposed identification standard directly affect retailers and platforms whose sites agents need to transact on.