Meta's AI strategy is increasingly proving itself right — Muse is growing in popularity

According to Mizuho, the bullish investment case for Meta Platforms is increasingly solidifying, driven by the rapid adoption of the company's new AI agent, Muse, and growing user interest. The brokerage firm stated this in an analytical note published on Tuesday.

Mizuho analyst Lloyd Walmsley, who maintains an "Outperform" rating and a $750 price target on Meta's stock, notes that "Meta's growth narrative is increasingly materializing." According to him, Muse quickly climbed to the top of the free apps chart on the US App Store. Per Sensor Tower data, the app accumulated approximately 730,000 downloads in its first five days and surpassed 2.5 million downloads by September 21.

Walmsley expects that at Meta Connect, scheduled for September 23-24, attention will shift from the app's popularity toward building out a broader platform around Muse. He anticipates that one of the event's central themes could be Muse's integration with Meta's smart glasses, combining the AI agent with wearable devices.

The analyst believes the event could reveal Meta's strategy for connecting its hardware, AI models, agentic technology, and e-commerce offerings.

Walmsley also highlighted Meta's Muse Connector Platform, which opened to third-party developers on September 18. The platform allows companies to link their own services with Muse and give users direct access to them through the AI agent.

In his assessment, this creates a transactional monetization opportunity for Meta — for example, by collecting commissions from companies seeking to connect with Muse's users and offer their services.

Shopify has already enabled payment functionality within Muse, while Stripe has integrated its own Link wallet with Meta's AI agent. Meanwhile, Amazon has restricted Muse's access to its platform, which Walmsley views as a sign of Muse's growing scale and potential influence.

According to the analyst, Meta CEO Mark Zuckerberg has signaled that the company may eventually move toward a model of capturing a share of the economic value generated by Muse. Such an approach, he noted, could affect Google's search business, online travel agencies, and e-commerce advertising.

Against this backdrop, Meta's shares rose more than 11% on Monday, closing at $741.24 — the highest closing level since October 2025.