Meta launched its AI agent Muse on September 8, 2026, reaching 2.5 million US downloads in just two weeks and topping the Apple App Store charts. Meta shares climbed more than 20% since launch, with an 11.43% single-day jump on September 21. On September 22, the market penalized perceived losers: Expedia fell 3.7%, Booking Holdings dropped 3.9%, JPMorgan and Wells Fargo each declined over 2.5%, while Allstate and Charles Schwab fell more than 5%. Wolfe Research estimates the addressable market for AI agents across travel and finance at $30 to $50 billion. Meta’s structural advantage lies in its existing user base across Facebook, Instagram, and WhatsApp, as Muse monetization has not yet truly begun.
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