Meta unveils Muse, the AI agent that handles shopping and home management

Meta has officially unveiled Muse, its new artificial intelligence agent, during the annual Connect conference in Menlo Park, California. The virtual assistant is designed to handle daily tasks such as online shopping, sending emails, making phone calls, booking restaurants, and managing home services. Mark Zuckerberg delivered the keynote address, placing AI at the center of the tech giant's ambitions.

However, Meta explicitly warns users: "Muse can and will continue to make mistakes." The company emphasizes the importance of supervising the agent, especially for "irreversible" actions like payments or managing private correspondence. This week, Amazon blocked Muse's access to its platform, citing security concerns and the potential for unauthorized acquisition of customer credentials.

Muse represents Meta's latest attempt to create a fully autonomous virtual assistant. The project has its roots in 2015, when Facebook (now Meta) launched M, an advanced assistant for Messenger that, however, proved to be reliant on human operators. That project remained in testing until 2018, when it was shut down because it never achieved automation beyond 30%.

Today, Muse emerges in a context of intense competition among tech giants in the field of "AI agents"—software capable of acting autonomously on behalf of users. Unlike simple chatbots, these agents can perform concrete actions in the digital world. Muse was released in a limited version in the United States on September 8, 2026, after tests revealed a surprising truth: many phone reservations are still handled by human operators in external call centers, raising concerns about privacy and security.

The main challenge for Meta is balancing automation and control. While the company promises that Muse stores credentials in secure archives and requests confirmation for critical actions, resistance from giants like Amazon and concerns about constant user supervision outline a bumpy path toward the mass adoption of this technology.