Meta is throwing its weight behind Muse just as the AI app is emerging as one of the fastest-rising consumer launches in the sector, with download estimates accelerating sharply after the company used its annual Meta Connect developer conference to spotlight the product and preview a wave of new features.
The app had already been building notable traction before the conference, but the latest figures suggest the promotion gave it an additional lift. At the start of the week, Muse had surpassed 2.5 million downloads since its September 8 launch. By Thursday, according to the most recent estimates from market intelligence firm Sensor Tower, the app had climbed to more than 3.4 million downloads. Those figures are current only through Thursday and may lag behind real-world adoption, meaning they do not fully capture the effect of Meta Connect itself.
The conference gave Muse a major public stage. Meta announced upcoming features that could broaden the app's appeal beyond a simple chatbot experience, including video chat with the Muse avatar, support for computer use on the Mac, a dedicated email address, more partners and connectors, and plans for smart glasses integrations. The company's message was clear: Muse is meant to be more than a standalone AI tool. It is being positioned as a cross-device assistant that can become embedded in users' daily routines.
The app's early momentum has been strong across multiple measurement firms, even if their estimates vary. Apptopia puts Muse's total downloads to date at 4.3 million, with 2.6 million of those on iOS alone. Appfigures, by contrast, estimates roughly 2.3 million installs as of Thursday, split almost evenly between iOS and Android. The differences reflect the challenges of tracking fast-moving consumer apps in real time, especially when the product is still limited to the U.S. and Canada.
What is consistent across the data is the speed of adoption. Sensor Tower said Muse reached an estimated 2.8 million downloads in its first two weeks on the app stores, from September 8 to September 17, and averaged 55% day-over-day growth in downloads during that period. For comparison, ChatGPT averaged 24% day-over-day download growth in its first 10 days after launch. Sensor Tower said download growth for Claude and Grok declined during their respective launches, underscoring how unusually strong Muse's early curve has been.
The app's visibility has also translated into chart success. On Friday, September 18, Muse climbed to the top of the U.S. App Store and has held that position since. It reached No. 1 on Google Play on September 19 and remains there as well. That kind of sustained ranking suggests more than a one-day spike; it points to a product that is finding both curiosity and repeat usage among early adopters.
Meta's distribution advantage is clearly part of the story. Much of Muse's traction has been organic, but the app is also benefiting from the same cross-platform promotion that helped Instagram Threads scale rapidly. Meta is marketing Muse directly to existing Facebook and Instagram users, giving the company a built-in funnel to reach hundreds of millions of people. Connor Hayes, Meta's Head of Threads, recently told Business Insider that the company's approach to Muse differs from Threads because the AI app requires promotional units that can demonstrate what the agent can do for a specific user, rather than simply surfacing content based on interests.
Sensor Tower's data suggests Meta began rolling out house ads for Muse on September 9, just one day after launch. Within 10 days, Muse had received the majority of house advertising promotions across Meta's properties, ahead of Facebook, Instagram and WhatsApp. Meta has also expanded the campaign beyond its own ecosystem, advertising Muse on mobile ad networks and on other social platforms including Reddit, TikTok and YouTube.
Sensor Tower also recorded a 27% increase in daily active users on Wednesday after Meta Connect wrapped, a sign that the conference may have done more than generate downloads — it may have helped convert attention into actual usage. For Meta, that matters. The company is not only trying to launch another app; it is trying to establish a new consumer AI product with enough utility, polish and distribution to compete in a crowded market.
Muse's early performance suggests that combination is working, at least for now. The app has the benefit of strong reviews, a polished design and a capable model under the hood, but the scale of its growth also reflects Meta's ability to turn platform power into product momentum. Whether Muse can sustain that pace once the launch buzz fades will depend on how well the company delivers on the features it has promised — and whether users keep finding reasons to return.