What Happened?
Shares of social network operator Meta Platforms (NASDAQ: META) jumped 8.6% in the afternoon session after sentiment improved as attention shifted to the company’s AI products — the new Muse personal agent, the Muse Spark models behind it, Meta AI inside its apps, and AI glasses — heading into this week’s Meta Connect conference. Meta launched Muse in the U.S. on September 8 as a personal AI agent that can send email, book travel, fill out forms, and keep working after the app closes, the company said. It runs on Muse Spark, which Meta has called its most capable model for that kind of task, and is available on iOS, Android, muse.ai, and WhatsApp, with glasses support still to come. The same model already powers Meta AI in the Meta AI app and is rolling across Facebook, Instagram, WhatsApp, Messenger, and Meta’s glasses.
Wells Fargo analyst Ken Gawrelski kept an Overweight rating and raised his price target to $796 from $640, according to TheFly, saying recent model launches and early Muse traction give Meta “a story to tell” at Connect on September 23–24. The firm, citing SensorTower, said U.S. Muse downloads hit a record 264,000 on September 19 and daily active users reached 448,000 on September 18.
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What Is The Market Telling Us
Meta’s shares are quite volatile and have had 15 moves greater than 5% over the last year. In that context, today’s move indicates the market considers this news meaningful but not something that would fundamentally change its perception of the business.
The previous big move we wrote about was 12 days ago when the stock gained 6.7% on the news that the company launched Muse, a new artificial intelligence agent designed to execute consumer tasks. Muse integrates directly with Meta's social platforms and third-party services to handle everyday tasks such as sending emails, booking reservations, and managing purchases.
The offering includes a free tier alongside $20 and $100 subscription tiers, providing a direct framework to monetize the technology. Investors welcomed the product rollout as evidence of Meta turning its technological investments into commercial software offerings. Mizuho analyst Lloyd Walmsley noted that the release represents a meaningful step toward demonstrating positive financial returns on the company's substantial AI capital expenditures.
Meta is up 12.1% since the beginning of the year, and at $729.38 per share, it is trading close to its 52-week high of $765.16 from September 2025. Investors who bought $1,000 worth of Meta’s shares 5 years ago would now be looking at an investment worth $2,040.
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