Meta Platforms Investors Look Forward to Understanding AI Assistant Muse's ROI, Oppenheimer Says

11:44 AM EDT, 10/15/2026 (MT Newswires) -- Meta Platforms' (META) advanced personal artificial intelligence assistant Muse has seen positive reception, and investors look forward to understanding its return on interest, Oppenheimer said in a Wednesday note. As of Oct. 13, Muse reached around 10.8 million cumulative downloads, with US downloads steady at 350,000 per day since the start of the month, UBS analysts said. They added that the AI assistant has also held down the top spot on the iOS App Store since Sept. 28, citing Apptopia. However, the analysts estimate that Muse has an annual cost of $14 to $35 per user, citing data from SemiAnalysis, meaning roughly $30 billion per year for 100 million users at the midpoint. To add 15% to the 2028 consensus estimate for earnings before interest and taxes, Muse should generate around $960 billion of gross merchandise value at a 5% take rate, or attain 96 million paying subscribers at an 80% margin, according to the note. Muse usage would also provide data for targeted advertising, but the upside is hard to quantify, the analysts said. Although Meta gives formal guidance on expenses in Q4, the analysts expect detailed commentary on Muse expenses in the upcoming earnings call, which should lead to an EPS estimate reset. Meta will release its Q3 financial results after market-close on Oct. 21. Oppenheimer's rating on the company's stock is perform. Price: 734.78, Change: -2.76, Percent Change: -0.37