Meta Shares Hit $721.59 on Muse Agent and Connect 2026 Hardware Plans
Meta stock rose 8% to a February high as investors await Connect 2026 and the rollout of its task-executing Muse AI agent.
Key points
- Meta stock rose 8% to $721.59, its highest since February, ahead of the Connect 2026 hardware showcase.
- Morgan Stanley projects Muse could add $1.3 billion in annual revenue by 2028 if it reaches 100 million users.
- Muse agents execute tasks like booking travel via voice, challenging traditional search advertising revenue models.
Meta Platforms stock climbed more than 8% to $721.59, reaching its highest level since early February. The move reflects market anticipation for the Meta Connect 2026 event, scheduled for September 23 and 24, where the company is expected to unveil next-generation smart glasses and a mixed-reality device codenamed Phoenix.
The conference marks a strategic pivot from virtual reality toward AI-integrated wearables and augmented reality. According to TradingKey, this shift positions hardware as the primary delivery mechanism for Meta’s expanding artificial intelligence ecosystem, moving beyond software-only applications.
Muse Agent Shifts Focus to Task Execution
Meta launched Muse on September 8 as a personal AI agent designed to execute tasks rather than merely answer questions. The system handles activities such as sending emails, booking travel, and filling out forms, with processes continuing in the background even after users exit the application.
The recent release of Muse Spark 1.3 improved performance in long-duration tasks and programming. Crucially, Muse enables voice-driven delegation of digital tasks to smart glasses, providing a functional use case for wearable devices that lack visual input capabilities.
Revenue Projections Depend on User Scale
Morgan Stanley estimates Muse could generate approximately $1.3 billion in annual revenue by 2028. This projection assumes the agent reaches 100 million users, with each initiating five daily queries, 10% of which have commercial value, and Meta earning $0.07 per commercial interaction.
The firm notes that transaction commissions and behavior-based monetization may offer larger long-term opportunities than standard subscription fees. However, these figures are highly sensitive to user adoption rates, query frequency, and overall monetization efficiency, preventing them from serving as baseline forecasts.
Agentic Transactions Challenge Search Advertising
The rise of action-oriented AI agents poses a potential disruption to traditional search advertising and e-commerce models. As agentic transactions shift high-commercial-value queries away from standard search results, the unit-transaction monetization of legacy advertising platforms faces structural pressure.
