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Citigroup estimates Meta Platforms’ Muse AI assistant could generate more than $27 billion in annual revenue by 2030, as the investment bank points to early user adoption and the possibility that AI agents will become a new way for consumers to search, compare and buy online. Reuters reported the estimate on Tuesday, October 6, citing Citi research.
The forecast includes about $23 billion in transaction-related revenue and roughly $4.5 billion from subscriptions, according to the report. Those figures are Citi’s projections, not revenue Meta has reported or a company commitment. The available reporting does not detail the assumptions behind the estimates, including how transaction revenue would be collected or how quickly users might adopt paid plans.
Citi points to early adoption
Citi said Muse had accumulated more than 6.6 million downloads since its September 8 launch, with daily active users reaching 1.8 million. The bank linked the early figures to new use cases and Meta’s efforts to raise awareness of the product, though the Reuters report did not specify the measurement period or provide a comparison with rival agents.
Downloads and daily users offer an early indication of reach, but they do not establish how often users complete tasks or whether those activities translate into revenue. The distinction matters to Citi’s forecast because much of the projected total is tied to transactions rather than subscriptions.
Meta’s agent is designed to take action
Meta introduced Muse as a personal AI agent that can carry out tasks across connected services, rather than only responding to prompts with information. The company says the agent can use a browser, fill out forms and continue working on requests after a user closes the app. Muse is powered by Muse Spark and is being rolled out in the United States through iOS, Android and the web.
Meta says Muse runs on a dedicated cloud virtual machine and uses a separate system, Sentinel, to review its actions before they reach the internet. The company also says users choose which services to connect and are asked to approve sensitive actions, such as sending an email or making a purchase. These are Meta’s descriptions of its safeguards; the company’s launch materials do not establish how those protections will perform across all tasks and services.
The product’s ability to act across online services is central to the commercial opportunity described by Citi. If an agent helps users discover products and complete purchases, it could create a new route between consumers and merchants. The Reuters report, however, does not specify which transaction mechanisms Citi expects to drive the projected revenue or how much might come from each one.
A bet on a new consumer interface
Citi’s thesis places Muse within Meta’s broader effort to make AI a more prominent part of its consumer products. The bank sees personal agents as potentially becoming a primary interface for online activity, shifting some user interactions from websites and apps toward an assistant that can search and take actions on a person’s behalf.
That possibility puts Meta in competition with other technology companies developing AI agents. Reuters identified offerings from OpenAI, Google and Anthropic as competitors expanding their agent capabilities. The report did not provide comparable user figures, commercial forecasts or a ranking of those products, so Citi’s characterization of Muse as an early mover should be understood as the bank’s assessment rather than an established market outcome.
Forecast is not a reported business result
The $27 billion estimate is an annual revenue projection for 2030, not a cumulative figure or a current contribution to Meta’s accounts. The reported breakdown—approximately $23 billion from transactions and $4.5 billion from subscriptions—adds to about $27.5 billion, consistent with Reuters’ description of a total exceeding $27 billion.
Reuters also reported that Meta shares had risen 12.4% year to date and more than 20% since Muse’s September 8 debut, leaving the company within striking distance of a $2 trillion market value. Those figures describe performance at the time of the report; they do not show that Muse alone caused the share-price gains. The Reuters account did not identify a specific upcoming milestone for the revenue forecast, and Meta has not publicly committed in the cited company materials to Citi’s 2030 target.
