Meta’s stock posts best month in over two years on AI assistant launch

Meta just had the kind of month that makes investors forget about all those billions poured into the metaverse. Shares of the social media giant climbed approximately 25% in September 2026, marking the company’s strongest monthly performance in over two years, driven almost entirely by the launch of its personal AI assistant app called Muse.

The rally included a 7% single-day pop. It came from an app that books your dinner reservations and argues with online sellers about price.

What Muse actually does

Muse launched on September 8 as a free download with paid tiers at $20 and $100 per month.

The app is built to handle multistep tasks autonomously. That means it can negotiate online purchases, book reservations, manage your inbox, and connect with third-party services like Gmail and Spotify without requiring constant hand-holding from the user.

Within its first week of availability, Muse climbed to the number one spot in the US Apple App Store’s free apps category, outpacing established competitors including ChatGPT.

Mark Zuckerberg has framed Muse as part of a larger push toward what he calls “personal superintelligence.” The underlying ambition is straightforward: Meta wants an AI that knows you well enough to act on your behalf across the internet.

Wall Street’s reaction

Goldman Sachs, Wells Fargo, and Morgan Stanley all highlighted Muse as a meaningful inflection point in Meta’s AI strategy. Wells Fargo raised its price target to $796, citing growing confidence that the assistant could become a durable revenue stream.

The $20 monthly tier targets everyday consumers who want task automation. The $100 tier positions the app as a productivity tool for professionals and small businesses. Several firms raised their price targets for META beyond the Wells Fargo adjustment.

The bigger picture

Meta’s September rally didn’t happen in a vacuum. Shares were already up roughly 38% from their March lows heading into the Muse launch.

What separates Muse from competing AI assistants is the emphasis on autonomous action rather than conversation. Muse is designed to take a goal like “find me a cheaper flight to Chicago next Tuesday” and actually execute the steps required to make it happen.

Meta’s annual Connect event is approaching, and the momentum from Muse gives Zuckerberg a stronger hand to play when presenting the company’s roadmap.