AI's Next Big Business Model: The Great Surprise Of Meta's Muse

A company that has spent a significant portion of its history monetizing human attention may be the source of one of the most significant developments in the artificial intelligence race, which has entered a new phase.

Meta’s Muse is more than just another competitor in the race to develop sophisticated AI models. It is part of a larger goal to create a new computing platform by integrating personal agents, frontier AI, and a vast consumer ecosystem. If Meta is successful, it could contribute to a revolution in the delivery, experience, and revenue generation of artificial intelligence. It’s not just that Meta wants to compete in cutting-edge AI. It is about how the business plans to use that investment to gain a competitive edge.

From Personal AI to Advertising

The financial results for Meta’s third quarter of 2026 demonstrate the financial potential of AI for a well-established company. Revenue increased by 26% year over year to $64.60 billion, with $63.06 billion coming from advertising. Revenue for the fourth quarter is expected to be between $73 billion and $76 billion. AI-driven advancements in targeting, advertising relevance, and content recommendations are enabling Meta to get more out of its massive user base.

These findings provide a crucial lesson in the monetization of AI. To make money, businesses don’t always need to sell AI subscriptions to customers directly. They can use AI to boost the productivity of their business models, enhance customer engagement, and improve the efficacy of current products.

However, Meta is aiming for a more ambitious next step: turning AI into a key consumer product. Its Muse initiative, which debuted with Muse Spark in April 2026, represents a move toward more sophisticated AI systems that are capable of reasoning, using tools, and coordinating tasks. Meta has also presented a longer-term vision of personal superintelligence—AI that can assist people in achieving difficult tasks with tailored support.

ForbesAI, Quantum And The New Cybersecurity Framework ImperativeBy Chuck Brooks