Meta is putting its muscle behind Muse as the AI app takes off

Muse’s traction is surging, fueled by Meta’s promotion of the AI app astatine its yearly developer league this week and beardown aboriginal reviews that praised its polished plan and highly susceptible AI model nether the hood.

At the commencement of the week, Muse had surpassed 2.5 cardinal downloads since its September 8 launch. Now, the app has amassed much than 3.4 cardinal downloads, according to the astir caller estimates from marketplace quality steadfast Sensor Tower.

The instal numbers are lone existent arsenic of the firm’s Thursday estimates, which tin lag down real-world adoption.

That means they don’t adjacent seizure the afloat interaction of the large propulsion Muse received astatine this week’s Meta Connect conference, wherever the societal web institution announced a scope of upcoming features for the caller AI app, including video chat with the Muse avatar, enactment for machine usage connected the Mac, a dedicated email address, much partners and connectors, and plans for astute glasses integrations.

Estimates from different marketplace quality firms amusement Muse with likewise beardown traction, though their numbers alteration rather a bit. Apptopia, for example, puts Muse’s full fig of downloads to day astatine 4.3 million. (Muse is presently lone disposable successful the U.S. and Canada). It estimates that 2.6 cardinal of those were connected iOS alone.

Meanwhile, different firm, Appfigures, says it sees Muse installs astatine astir 2.3 cardinal arsenic of Thursday, astir evenly divided betwixt iOS and Android.

Image Credits:Meta/screenshot /

Sensor Tower besides has visibility into regular progressive users for the Muse app pursuing the Meta Connect conference. It recovered that fig climbed 27% connected Wednesday aft the lawsuit wrapped.

Before the conference, Muse was already disconnected to a beardown start. Sensor Tower said the app reached an estimated 2.8 cardinal downloads successful its archetypal 2 weeks connected the app stores. During that clip (September 8 to September 17), the Muse app averaged 55% day-over-day maturation successful downloads. For comparison, ChatGPT averaged 24% day-over-day download maturation successful its archetypal 10 days aft launch. Download maturation for Claude and Grok, meanwhile, declined during their respective launches.

On Friday, September 18, Muse climbed to the apical of the U.S. App Store and has retained its ranking ever since. It besides reached the apical spot connected the Google Play Store connected September 19, and remains determination today.

While overmuch of Muse’s traction truthful acold is organic, the app is besides benefiting from the aforesaid cross-platform promotion that helped 1 of Meta’s latest societal apps, Instagram Threads, apical 500 cardinal monthly progressive users. That is, Meta is selling the app to existing Facebook and Instagram users.

Image Credits:Sensor Tower

However, arsenic Meta’s Head of Threads, Connor Hayes, precocious told Business Insider, Meta’s attack to selling Muse differs from its attack with Threads. While Threads besides deals successful user-generated contented that Meta tin lucifer to users’ interests erstwhile moving its cross-promotions, the instrumentality with Muse is to physique promotional units that tin showcase thing the AI cause tin bash for the user, based connected Meta’s knowing of what would beryllium utile oregon adjuvant to them specifically.

Sensor Tower’s information indicates that Meta rolled retired location ads promoting Muse connected September 9, a time aft its launch. Within 10 days, Muse received the bulk of location advertizing promotions crossed Meta’s properties, up of promotions for Facebook, Instagram, and WhatsApp. Meta has besides begun advertizing Muse connected mobile advertisement networks and different societal networks, including Reddit, TikTok, and YouTube.

By Tuesday, September 22, Muse ranked among the apical 10 brands by advertizing spend, Sensor Tower said.

Still, Muse’s maturation can’t beryllium chalked up to Meta’s selling efforts alone, arsenic ads promoting the app lone relationship for 6% of the advertisement impressions from motorboat done September 19.