Facebook parent Meta Platforms (META) has just earned a price-target upgrade on the potential for its personal artificial intelligence (AI) agent platform, Muse, to be a “killer app.”
In a Tuesday research note, Jefferies analyst John Colantuoni reiterated his Buy rating on META stock, saying that unprecedented consumer adoption in Muse, as well as other factors, are all “signs of a killer app.” The Muse agent is designed to complete real-world tasks, such as booking travel, sending emails, and shopping online, on your behalf.
The note is one of several glowing looks at Muse over the past couple weeks, which in turn have driven a massive surge in META shares.
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Muse Adds to the Bull Case for META Stock
Colantuoni’s argument isn’t just that Muse is a promising app, but that it has greatly exceeded what people thought Meta Platforms could produce in this space.
“Muse is a killer product and an inflection point for consumer agents,” he writes. “The product is better than many gave META credit for; prior to Muse, investors had completely dismissed the idea that META would be able to release a personalized consumer AI agent, favoring GOOGL instead. But Muse is a killer product & flips the narrative, and our experience over the past 2 weeks supports the hype.”
Muse currently has a free tier and two paid tiers: Power ($20/mo.) and Maximum ($100/mo.). There’s also the the merchant-funded transaction take rate (what third-party sellers keep) to consider. Colantuoni notes that a rival agent, Instinct, says early users transacted $1,300 per month, which translates to $312 annually at a 2% take rate.
| Meta Platforms (META): Quick Stats | |
|---|---|
| Market cap | $1.9 trillion |
| Dividend yield | 0.3% |
| Forward price-to-earnings (P/E) | 22.0 |
| Price/earnings-to-growth (PEG) | 0.98 |
| Source: Yahoo! Finance. Data is as of Sept. 22, 2026. | |
“That said, monetization will take time, though we see ample potential for Muse to drive upside to numbers over time,” he writes.
However, “history shows consumers are fine consolidating around a few winners who capture massive value,” Colantuoni says, and because META has come out swinging early with what he deems a “killer product,” he has rerated META. He now sees shares reaching $875, from $710 prior, which represents another 18% upside from Monday’s closing price.
Related: 7 Best AI ETFs for the Artificial Intelligence Era
Other Analysts Sound Off on Meta’s Muse
Here’s a look at other analyst calls on META stock, as well as their quick takeaways about the Muse AI agent:
Truist Managing Director Youssef Squali (Buy, $763 price target): “Muse and its closest peer, Instinct (private), fulfill substantially the same tasks—email, calendar, shopping, travel, bookings, forms. Meta claims Muse is designed to separate itself by running each agent in a dedicated virtual machine (Muse Secure VM) with a separate supervisory agent (Sentinel) that can allow, block, or escalate actions for approval, plus tokenized checkout via Link by Stripe (private) so the agent never sees card details. This approach is more transparent and auditable in our view, and is meant to focus on building trust with users.”
Morgan Stanley analyst Brian Nowak (Overweight, $775 price target): “While Muse could monetize with subscription revenue (charging $20/month for 500m weekly tokens and $100/month for 3bn weekly tokens), in our view, the larger opportunity is around monetizable behavior and transactions. We expect META to eventually charge a commission for Muse enabled transactions. … Putting numbers behind the scalability of this, consider that if Muse can reach 100 million users and generate 5 queries per day, 10% of them monetizable, and charge an effective CPC that is 20% of GOOGL search, it is likely to generate over $1bn of annual revenue and ~$0.35 of EPS (1% upside).”
Wedbush analysts Ygal Arounian and Chase Tohanczyn (Neutral, $650 price target): “We view Muse as one of the more interesting developments to date at the intersection of AI and commerce. That said, management has framed the consumer personal agent as a longer-term AI monetization opportunity. While Meta has a clear right to win given its broad consumer distribution, this is also a brand-new-to-world product that requires educating consumers on what an agent can do for them, and we note establishing product-market fit will take time (even on an as impressive product as Muse), particularly to see meaningful paid adoption.”
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