Zuckerberg Has Another Chance to Create a Genuine Platform Thanks to Meta's Muse
Greatness lies not just in creating technology, but in building the platform that empowers others to succeed.In This News
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Meta's new personal AI agent, Muse, offers Mark Zuckerberg an opportunity to create the long-sought technology platform. Last week, Muse became the top free app on the App Store, surpassing ChatGPT in downloads.
Meta's stock rose 11% on Monday, nearing a record high from last summer. This increase reflects investor confidence that the company has discovered a new method to connect consumers with businesses, potentially driven by the widespread adoption of the Muse platform for online tasks.
This broad concept has motivated Zuckerberg for years as Meta invested billions to develop a new computing platform via virtual reality and smart glasses. This ambition intensified in 2021 when Apple restricted Meta's app tracking and ad targeting, highlighting the significant control platform owners hold over dependent companies.
Calling All Developers
Muse is gaining traction in app markets, providing Meta with consumer momentum that appeals to developers. Recently, Muse unveiled a connector platform for external developers, allowing businesses to integrate their services directly into the AI agent. These connectors enable Muse to perform tasks efficiently, such as booking flights for travel services, managing appointments for calendar apps, and sending messages for email services.
Moreover, developers can create Muse connectors and submit them to Meta's platform for review, similar to Apple's mobile platform guidelines. Meta will evaluate connectors for functional, security, and legal compliance, conducting end-to-end testing. Once approved, connectors will be available in Muse, with editors considering them for featured placement.
Shopify announced support for shopping on Muse via its Shop Pay service, leading to an increase in Shopify stock. Additionally, Stripe is supplying the payment technology that enables Muse to facilitate purchases across a wide range of websites.
First Touchpoint Strategy
The platform strategy is effective but challenging to implement. As more users engage with Muse for shopping, booking appointments, and managing subscriptions, businesses will seek to integrate their services through the agent. This approach enhances the value of internet platforms by controlling initial online interactions, positioning them as powerful and profitable entities.
Besides, Google Search is a highly profitable venture, serving as a key starting point for online information retrieval. Similarly, Apple's App Store became essential for developers to reach millions of iPhone users. Both businesses adapted to where their customers were, and Meta aims for Muse to become a comparable starting point.
Greg Isenberg suggests that being early to adopt an agent strategy is crucial for businesses, akin to early adoption of the App Store. He proposes that Muse connectors may evolve into new app listings, with businesses vying for visibility within AI agents instead of traditional app stores or search engines.
In a future scenario, a company's API might eclipse its app in importance, as AI agents will take on the role of determining service usage rather than human users.
Shopify Opens Arms as Amazon Locks Down
Meta's success with Muse is uncertain, particularly given Amazon's resistance to it by blocking parts of its shopping site. In contrast, Shopify's willingness to engage with Muse highlights the potential risks associated with not adopting new platforms.
If Muse gains millions of users, Amazon risks losing access to a significant customer base. Amazon could similarly restrict Google Search from its store, but it refrains from doing so due to its extensive user base.
According to Nicolas Bustamante, an AI professional at Microsoft, if Instacart adopts agents while Amazon restricts them, demand will likely shift to Instacart, leading to satisfied customers and forcing Amazon to choose between protecting its relationships or matching the superior value proposition.
In summary, Muse faces competition from companies like OpenAI and SpaceX in developing AI agents. However, this presents Mark Zuckerberg with a significant opportunity to create a powerful platform. If AI agents become essential for online tasks, leading such a platform could be as valuable as controlling a mobile operating system or search engine.
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Posted On: September 23, 2026 at 01:33:35 PM
Last Update: September 23, 2026 at 01:33:35 PM
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