Meta and Instinct Launch Autonomous AI Personal Assistants

Meta and the startup Instinct have launched proactive AI personal assistants, Muse and Instinct, designed to autonomously perform complex tasks such as booking flights, arranging dinners, and securing concert tickets. Meta reported that Muse achieved over 10 million downloads within its first month of availability in the United States and Canada. Instinct is expanding its user base through an invite-only system, growing by approximately 10% daily.

To address security concerns regarding credit card data, both companies integrated Stripe to provide digital wallets for their users. While retailers including Shopify, Walmart, Instacart, and Expedia are collaborating with these agents, Amazon has banned them to protect its ad-driven profit model. Amazon CEO Andy Jassy expressed hope that the company will eventually reach a fair deal to lift the ban.

Meta CEO Mark Zuckerberg envisions Muse generating revenue through subscriptions and transaction fees. Instinct founder Noah Shinn predicts that most online spending will eventually flow through personal agents. Other technology leaders, including OpenAI, Google, and Airbnb, are also developing or expanding their own agent capabilities to compete in the emerging market.