Meta is expanding its Muse AI agent across its ecosystem, including Instagram. Muse is designed to help users complete tasks, not just answer queries. It can use information from Instagram and other connected services to turn requests into actions.
The expansion is part of Meta’s broader push into agentic AI. Here’s what Muse can do, how it works with Instagram, and who can access it.
What Is Meta Muse AI?
Meta Muse is a personal AI agent that can complete multi-step tasks for users. Meta introduced Muse on 8 September 2026 as an AI system that can create action plans and work across the apps and services people use.
Unlike a standard chatbot, Muse is designed to take action after receiving a request. It can help with tasks such as travel planning, shopping, scheduling, and other everyday activities.
Meta has also expanded Muse with integrations for services including Canva, Dropbox, Figma, GitHub, Zoom, Asana, and Notion.
Note: The feature is still rolling out, so its availability depends on your region, account, and platforms.
How Does Muse Work With Instagram?
Muse can use information from Instagram to help users complete tasks. One example from Meta is a recipe shared in an Instagram Reel.
If a user saves a recipe Reel, Muse can use the information to create a grocery list. This connects content discovery on Instagram with an action outside the original post.
Meta has also introduced Muse for small businesses. Businesses can connect their Facebook and Instagram professional accounts to Muse, giving the agent more context about their business.
Muse can also connect with business tools such as:
- Shopify
- Canva
- Slack
- Zoom
Meta says users must approve important actions before Muse publishes content, sends information, or spends money on their behalf.
What Can You Do With Muse?
Muse can handle tasks that require multiple steps across connected services.
Users can use Muse to:
- Turn information from an Instagram recipe into a grocery list.
- Find travel options and help with bookings.
- Organize calendars and tasks.
- Research and shop for products.
- Help manage business and marketing tasks.
- Work with information from connected apps and services.
The main difference is that Muse is designed to complete tasks rather than only generate responses.
For example, a user could ask an AI chatbot for a grocery list from a recipe. With Muse, the goal is to take the recipe information and turn it into a usable list as part of a larger task.
Why Is Meta Expanding Muse?
Meta is expanding Muse to make its AI agent available across more devices, apps, and services.
Muse has expanded beyond its initial launch with support for iPad and integrations with third-party services. Meta has also announced plans to bring Muse to its AI glasses.
The Instagram connection is significant because it links social content with actions. A user can discover information on Instagram and use an AI agent to do something with that information.
This also gives businesses another reason to keep their information consistent across Instagram, Facebook, websites, and connected services.
What Does Muse Mean for Marketers?
Muse could change how users discover and act on content on Instagram.
For marketers, this means content may need to be useful not only for people but also for AI agents. Clear product information, strong brand signals, and business information consistency across Instagram and other platforms could become more important.
The bigger shift is simple: AI agents may influence what users discover, choose, and do next. Marketers will need to consider AI visibility alongside traditional Instagram engagement.
Rollout
Muse is not yet available for every user and country. Meta is rolling out access gradually, so availability can vary by account, region, and platform.
The rollout is also expanding across different Muse experiences, including the personal AI agent, business tools, iPad, and connected services.
Meta’s Muse expansion is still early, but it shows where social platforms and AI agents are heading: from helping users find content to helping them do something with it.
