Meta launched Muse on 8 September — a personal AI agent that acts autonomously on behalf of users: booking travel, sending emails, making purchases, managing smart-home devices, converting recipes into shopping lists, and executing other tasks continuously, including when the user is not actively present. Available via web, iOS, Android, and WhatsApp; AR glasses integration is planned. Pricing tiers reach $100 per month for full capability access. Meta states the agent operates in an isolated "dedicated, secure computer" with no access to passwords and no data feeding into its advertising systems. The launch is the highest-profile consumer agentic product deployment since GPT-6 Astra's Portal benchmark and the first major attempt by an advertising-funded platform to establish persistent, autonomous access to a user's digital life. The trust question is not separable from the product: Meta brings five FTC enforcement actions and an $18 billion child-safety settlement into the launch context. Whether mainstream users will grant ambient, action-taking access to an agent operated by an advertising company with that regulatory history is the adoption question that will determine whether Muse succeeds — and, by extension, whether the consumer agentic category can establish trust with non-technical users. For MarTech practitioners: Muse's adoption curve will be a leading indicator of consumer willingness to grant autonomous AI access to purchasing and communication workflows, which shapes how brands should think about AI-mediated commerce and outreach timing in 2027 planning.