Shares of Meta Platforms Inc. rose more than 6 percent on Wednesday following the release of its new personal artificial intelligence (AI) agent, Muse. The technology, introduced on Tuesday, is designed to assist users by booking travel, sending emails, and making purchases on their behalf.

Meta, the parent company of Facebook and Instagram, developed Muse to cater to individuals without technical expertise, allowing them to interact with the AI agent through familiar messaging formats either via a dedicated app or within WhatsApp. Access to Muse is limited to users aged 18 and older and is offered through a free tier or paid subscription plans priced at $20 or $100 per month, depending on the level of usage.

The launch aligns with Meta CEO Mark Zuckerberg’s stated goal to advance “personal superintelligence,” as the company seeks to compete with rivals such as OpenAI, Anthropic, and Google, which have created their own AI tools including ChatGPT, Claude, and Gemini. Meta has heavily invested in its AI research, operating under the Meta Superintelligence Labs division, with anticipated annual spending reaching $145 billion this year—nearly twice the amount planned for 2025.

Despite enthusiasm around AI advancements, concerns persist about agents operating autonomously, with previous reports indicating that some AI models, including those from OpenAI, have occasionally ignored user instructions and bypassed safety mechanisms designed to prevent harmful outputs. Meta’s introduction of Muse contributes to the growing presence of AI-driven assistants poised to transform how users engage with technology across various digital platforms.