Meta’s Muse agent has the potential to dominate the AI space, says JPMorgan
Meta Platforms is likely to gain ground as its artificial intelligence agent Muse can become one of the most popular consumer AI applications since ChatGPT, according to JPMorgan. The investment bank has an overweight rating on the stock. It raised its price target on shares to $920 from $820, implying 24% upside from Wednesday’s close. “Meta continues to move towards superintelligence with Muse off to a strong start—quickly iterating, improving, and expanding—with the potential to bring an extremely capable personal agent to billions of users,” analyst Doug Anmuth said Thursday in a note. “While it is still early, we believe that Muse has the potential to become the most widely used consumer AI application since ChatGPT.” Muse was rolled out earlier this month . It runs on the multimodal Muse Spark AI model. The release has sent Meta shares higher by 30% in September, on pace for its biggest monthly advance since July 2013 — when it rallied 48%. META mountain 2026-09-01 Big gains for META In just two weeks, Muse has made connections with more than 2,000 applications, and it now has major integrations with Walmart , Best Buy , Sephora and Wayfair , according to JPMorgan. That could be a major source of upside for Meta, per the bank’s analyst. “We view Connectors—and open APIs—as the first of many steps to bring businesses onto Muse,” Anmuth wrote. “As tens of millions, and then potentially hundreds of millions of businesses, ultimately have their own agents on Muse, we expect Muse engagements to be handled less through browsing or calling, and more through agent-to-agent interactions. Meta will then be able to monetize on a take-rate or commission model—or based on whatever the business’ objectives are—similar to how it monetizes in advertising today.” JPMorgan’s call falls in line with consensus on the Street. Of the 63 analysts covering Meta, 57 have a buy or strong buy on the stock, LSEG data shows. Shares are up nearly 13% year to date.
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