If any lingering doubts remained about Meta’s commitment to artificial intelligence, the company on Wednesday provided a strong answer. It officially announced the release of a dedicated iPad application for its Muse assistant. Achieving such a milestone—traditionally taking platforms like Instagram around 15 years to attain—demonstrates Meta’s rapid progression in the AI space.
Notably, the iPad version arrived less than a month after the assistant made its debut on the iPhone.
While the speed of adoption is impressive, the transition to iPad is arguably less complex than previous platform expansions, given Muse’s text-heavy interface and reduced reliance on high-resolution images and video formatting.
Since its launch on iOS and Android on September 8, the assistant has garnered over 6.6 million installations, according to estimates from market intelligence firm Sensor Tower. As one of numerous consumer-facing AI agents, the app empowers users to link their accounts for email, meetings, and bill management, while executing tasks such as booking reservations, ordering groceries, setting goals, and processing purchases.
To facilitate these capabilities, Meta has been integrating various partners, which appear to users as “connectors.” These allow individuals to sign in selectively, granting the AI access only to the specific aspects of their digital lives they feel comfortable trusting.
The iPad rollout introduces an expanded list of connectors, featuring new integrations tailored for small businesses, including Asana, Canva, Dropbox, Figma, QuickBooks, GitHub, Klaviyo, and Zoom. Additionally, Meta has added connectors specifically for its ad accounts, as well as platforms like Notion and Granola.
Furthermore, Meta recently unveiled partnerships with major retailers such as Best Buy, Gap, Sephora, Walmart, and Wayfair, enabling the agent to browse websites and complete transactions on behalf of users. Despite these capabilities, the technology remains in its early stages and occasionally encounters friction when websites mistakenly identify the agent as a bot and block its access.
Addressing these access challenges, Meta announced on Tuesday that it is collaborating with industry partners to develop an open standard. This solution would enable personal AI agents to identify themselves accurately to businesses, helping to distinguish legitimate agents from malicious bots.
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