How Meta’s Muse could earn revenue without in-agent ads

An analysis of Meta’s Muse personal agent suggests the company could benefit from commercial activity elsewhere in its business without placing ads inside the agent.

Under the proposed mechanism, a merchant-site visit made by Muse on someone’s behalf might be treated as that person’s activity and affect ads later shown on Instagram. That is a possible pathway, not proof that a particular visit produces a particular ad.

The initial account also says Mark Zuckerberg has discussed financing Muse’s free tier with a small transaction fee, reportedly paid by merchants. The size of that fee has not been disclosed.