Meta Charts Path to Unlock Muse Data for Ad Targeting as AI Agent Scales

Meta is laying groundwork to convert data generated by its Muse AI agent into a powerful targeting asset for its advertising business, according to analyst research and the company's own statements on strategy. Muse, which launched publicly on September 8 and has already reached over 10 million users in the U.S. and Canada within 40 days, stands to become Meta's richest source of consumer behavioral and financial data—and analysts say the company is preparing pathways to fold that information into its ad platform.