Meta Launches Muse for Small Shops

Shop owners can ask the assistant to do office work while they stay with customers. Tom Mulholland, 66, owns Mulholland Grocery in Malvern, Iowa. His assistant Wall-E turned catalog photos into advertisements in 15 minutes, then organized the staff schedule and summarized special-order emails. Mulholland works 65 hours a week and cannot pay another worker, so saved time goes into meats and sausages. April Polk, founder of Columbus-based JaeLuxe Shoetique, was one of 35 owners invited to test Muse in Los Angeles. Her assistant Chase connects to QuickBooks, Klaviyo and Canva, while Meta also supports Dropbox, Shopify, Notion and Stripe. Chase watched campaign mail and sent contracts. Muse will not act without permission.

NPR (National Public Radio) examined the personal assistant on 30 September. John Herrman said Muse sorted his inbox. Matt Robb said Muse accepted a price below his minimum and sent a buyer to his apartment without checking he was free. It messaged the buyer "I am here". David Singleton posted that there was no breach of privacy controls, yet Robb still called it a breach. Meta said Muse cannot see passwords, and shared credentials stay in a safe place. The report described Sentinel and a bug bounty of up to $300,000. Herrman advised waiting, and said Amazon has blocked Muse from buying for customers.