- What Muse on Meta is and why it’s not just another chatbot
- How Meta’s new agent works
- How this artificial intelligence agent can help with your campaigns
- What the agent doesn’t do for you yet
- How to prepare your brand for its arrival
- Make artificial intelligence work for your results
On September 8, 2026, Meta introduced Muse, its first personal artificial intelligence agent, and with it changed the conversation about what AI can do in everyday life. It’s no longer about asking a chatbot to answer a question, but about giving it a goal and letting it move forward on its own while you do something else.
For those of us in marketing, the news has an even more interesting chapter. In late September, Meta opened a version designed for businesses that connects to ad accounts, Facebook Pages and Instagram metrics. Before you create your next Meta campaign, here’s what you need to know.
What Muse on Meta is and why it’s not just another chatbot
In short, it’s an assistant that takes action. According to Meta, it can send emails, book trips, fill out forms, make purchases and even negotiate on your behalf. It can also take on long-term goals, like a year-long workout plan or launching a business, and turn them into an action plan with concrete steps.
The difference from a traditional chatbot is simple. A chatbot answers and waits for your next question. An agent receives an objective, builds a plan and carries it out in stages, whether or not you’re paying attention to it at that moment.
It’s available through its own app for iOS and Android, on the web and directly in WhatsApp, and Meta has already announced it will come to its AI glasses. Each person can give their agent a name and an avatar and adjust the way it communicates.
How Meta’s new agent works
It keeps working when you close the app
The big difference is continuity. Each user has a dedicated virtual machine in the cloud, with its own browser and storage, so the agent keeps making progress in the background even when the app isn’t open. It learns from your conversations, remembers your preferences and, if a service doesn’t have a direct integration, it operates it from the browser just as you would.
Control and privacy at every step
Meta put security at the center of the launch. A second agent, called Sentinel, oversees external connections and permissions. Passwords and payment details are stored in a separate compartment that the main agent can’t access, and for critical steps, like paying or sending an email, it always asks for your approval. The company also states that what you tell it doesn’t reach its advertising systems.
It has a free plan and subscriptions of 20 and 100 dollars a month for those who need more capacity. In its first two weeks it reached around 2.8 million downloads, according to Sensor Tower estimates.
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How this artificial intelligence agent can help with your campaigns
On September 29, Meta launched Muse for Small Business, a set of skills and connectors that points the agent toward business and not just personal life. It can read the analytics of your Instagram professional account and your Facebook Pages, work with your Meta ad accounts and connect with tools like Canva, Shopify, Slack, Notion, Klaviyo or QuickBooks. With that context, it understands what you sell, how your brand speaks and what your customers ask you.
Ads that start from what already works
One of the use cases Meta shows is asking it to review what’s working in your ads and content, cross-reference that with what’s trending and propose a campaign draft for the following week. Instead of starting from scratch every month, you start from a diagnosis built with your own data.
More precise targeting based on content
Because it reads the interactions on your posts, comments and messages, it can help you identify which topics and formats connect with each group of people. It can also review the Ad Library to summarize what your competitors are promoting, or spot creators and brands whose audiences overlap with yours. All of that feeds a targeting approach built from content, not just from demographic data.
A budget that goes further
If ads improve and reach the right people, cost per result tends to go down. That’s the benefit that matters most to paid media teams: not having to put in more budget to get the same results.
Imagine a brand that invests the same amount every month and watches its cost per lead rise. With the agent connected, it could ask it to compare performance over the last three months, identify which creatives and audiences have worn out and propose a redistribution. The final decision is still yours, but you get there with much less manual work.
What the agent doesn’t do for you yet
There are three limits worth being clear about. The first is that it doesn’t publish, send messages or spend money without your approval, so the final say still belongs to your team.
The second is availability. Muse launched first in the United States, reached Canada a few days later, and the business version started in those two markets. Meta has not yet announced a date for Colombia or the rest of Latin America, although it has said it plans to bring it to more countries. For now, brands in the region can follow its evolution and get their accounts ready for when it arrives.
The third is the most important. An agent speeds up analysis and execution, but it doesn’t replace strategy, market insight or judgment about the brand. The tool works better the more organized the information it receives is, and an ad account with poorly structured campaigns gives it little to work with.
How to prepare your brand for its arrival
You don’t need to wait until it’s available to get the most out of it later. These steps will have your foundation ready.
- Organize your business portfolio, with ad accounts, pixel and conversion events properly set up and consistent campaign names.
- Document your brand voice, your products, your FAQs and your audiences in a place you can connect.
- Define the metrics that matter for your business, such as cost per lead, cost per sale or return on ad spend.
- Review your organic content and identify which formats and topics generate the most conversation.
- Set internal approval rules, so you know who validates each proposal before publishing or investing.
Make artificial intelligence work for your results
Muse marks the shift from AI that talks to AI that acts, and in digital advertising that means faster, better-informed decisions. But an agent is only as good as the strategy that guides it.
At Tuatara, we bring together strategy, paid media and content so that every peso invested in Meta works in favor of your brand. If you want to prepare your accounts for this new stage or optimize your campaign budget starting today, request a consultation with our team.
