Written by: Rita

Meta's newly launched Muse AI subscription tier costs up to $100 per month, offering 3 billion tokens. Goldman Sachs maintained a buy rating in a report released on September 13, 2026, with a 12-month target price of $725. The current price is $648.03, representing an upward potential of 11.9%. Muse marks a shift in consumer AI from passive conversation to actively performing tasks.

Goldman Sachs analyst Eric Sheridan pointed out in the report that consumer AI is evolving from chatbots that answer questions to autonomous agents capable of completing travel bookings, negotiating bills, managing calendars, shopping, and handling administrative tasks. Muse is Meta's full-scale personal AI agent application, accessible through iOS, Android, web, and WhatsApp.

Muse agent can execute tasks in the background

Muse is based on the Muse Spark 1.3 model, optimized for long-duration agent tasks. It can autonomously browse the web, manage workflows, fill out forms, complete purchases, and coordinate long-term goals. Each user's agent runs in an isolated Linux container on a dedicated virtual machine, allowing it to continue executing tasks in the background even after the user closes the app.

Meta integrates with Stripe, supporting agent commerce through Link Wallet. In terms of security, Meta employs the Sentinel system as the sole authority for network access and connector operations. Credentials and authentication tokens are stored outside the agent runtime. Muse data is fully encrypted and not shared with companies, with advertising systems excluded by default.

Subscription tiers and business monetization

Muse is Meta's first major paid consumer AI subscription product. The free tier offers 100 million tokens weekly. The Power tier costs $20 per month, providing 500 million tokens and faster responses. The Maximum tier costs $100 per month, offering 3 billion tokens and prioritized access. Goldman Sachs anticipates the potential for future increases in commercial commissions and ad monetization.

Goldman Sachs notes that it is unlikely for Meta to overly emphasize monetization during the early adoption phase, instead focusing on establishing user adoption scale. Agent commerce, travel, financial services, and customer service represent significant new monetization opportunities. The technical debate centers on whether browser mimicking agents or API-driven data access is superior, with the latter potentially being faster, more reliable, and more scalable.

Scale and distribution are the moat

Goldman Sachs believes that Meta's key advantages lie in scale and distribution. Meta can leverage billions of daily active users across Facebook, Instagram, Messenger, and WhatsApp. The integration of identity, commerce, payment, communication, and advertising infrastructure creates a user acquisition advantage that is difficult to replicate.

Consumer AI competition increasingly revolves around platform and ecosystem integration, distribution, and capability issues, rather than just model quality. Goldman Sachs expects consumer agents to consolidate around the platforms with the strongest distribution, trust, and commerce integration. Among Goldman Sachs' coverage, Meta and Google possess established distribution, intelligence, computing power, and user base.

Goldman Sachs highlighted in the report that access to computing is a critical variable for initiating and scaling such broad initiatives. Distribution as a strategic advantage is more important than purely AI model performance. Deep integration into existing business, payment infrastructure, and logistics can reduce downstream customer service friction.

Risks in privacy and execution

Goldman Sachs points out that consumer concerns about data privacy and security may represent the greatest potential resistance. Consistency of performance is the biggest factor in retaining and building transaction momentum. Risks also include competition, long-term investments suppressing margins, regulatory scrutiny, antitrust issues, and the inability to monetize optional opportunities.

Goldman Sachs maintains a buy rating with a target price of $725, based on a 26 times EV/GAAP EBIT and 45 times EV/FCF-SBC mix. After settling social media lawsuits, Meta has shifted from "worry wall" stocks to companies capable of production and monetization computing.

Meta's scale and distribution represent the most difficult assets to replicate in the consumer AI agent competition.

Disclaimer

This article is a compilation and interpretation of third-party brokerage research reports (Goldman Sachs, September 13, 2026) by Chaoxiang Research, combined with public market information. The ratings, target prices, earnings forecasts, and related judgments quoted in this article represent the views of the brokerage analysts and reflect the positions of their respective institutions, and do not represent the opinions of Chaoxiang Research nor constitute any investment advice.

The market has risks; decisions should be made independently. This article should not be used as the basis for buying or selling any securities.