Meta Is Turning Muse Into a New Enterprise AI Business

Just three weeks after launching Muse, Meta is turning its AI agent technology toward businesses with a new division called Meta Enterprise Platform.

Announced by CEO Mark Zuckerberg on September 28, the new platform will bring Meta's AI models, agents, and developer tools to businesses and developers. The initial offering includes Muse, Meta Business Agent, Muse API, and Muse Code.

“Today we are starting the next major pillar of our business,” Zuckerberg wrote on X, saying the platform will help businesses use AI to grow and transform.

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The agent will initially be available in the US through a dedicated app and WhatsApp. Meta also plans to bring Muse to its smart glasses “soon.”

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What businesses will get

Meta isn't positioning Enterprise Platform as a single AI assistant. Instead, the company says it'll turn its broader AI stack into products and services that businesses can deploy across their operations.

That includes Muse, its personal AI agent; Meta Business Agent, which helps businesses handle customer conversations and tasks; Muse API, which gives developers access to Meta's AI technology; and Muse Code, its coding agent.

Meta Business Agent already allows businesses to answer customer questions, recommend products, book appointments, qualify leads and close sales across Meta's messaging platforms. Meta said in June that more than one million businesses were already using a Business Agent on WhatsApp and Messenger.

The new enterprise division will bring those products together with Meta's wider AI infrastructure, with Meta saying the focus will be on helping companies innovate, grow, serve customers and run their operations.

Why Meta is doing this now

The announcement comes three weeks after Meta launched Muse as a consumer-facing AI agent.

Unlike a chatbot that simply answers questions, Muse can perform tasks on a user's behalf, including sending emails, booking travel, and filling out forms. It can also continue working in the background and return when it needs approval for actions such as sending an email or making a purchase.

Muse has attracted more than 2.5 million downloads since its September 8 launch, according to Reuters, and briefly became the top free app on Apple's US App Store.