[Digital Today reporter Chi-gyu Hwang] Meta is moving to expand consumer AI with its personal AI agent, Muse. TechCrunch reported on Sept. 27 that Meta also made clear at its annual Connect event that it will expand AI features across its services.

Meta's move contrasts with a trend in which OpenAI and Anthropic focus on coding and enterprise tools. Meta is putting consumer-focused AI for everyday use at the forefront, alongside a Tamagotchi-style AI device it stressed is for adults.

The strategy also aligns with Meta's strengths. Meta has secured a large user base through Facebook, Instagram and WhatsApp. As it is stronger in consumer services than enterprise products, some see its decision to lean into consumer AI as a natural choice.

But the actual user experience is also exposing limits. Sean O'Kane (숀 오케인), a TechCrunch reporter, introduced that Muse helped him find unclaimed funds and he ended up receiving money. He assessed that such a function is closer to a one-off than a service that would drive repeated use.

Meta is highlighting Muse functions such as cancelling subscriptions and checking for duplicate charges by linking credit card information or a Gmail account. Critics say that could raise a trust issue over whether users can entrust sensitive information to Meta.

O'Kane said that when he first downloaded the app, information from Threads, Instagram and Facebook did not immediately link, which instead made him less wary. He added that the more he used it, the more he felt Muse was trying to pull more user information into the system.

He pointed to Meta's advertising business model as an obstacle to trust. He also said it was hard to agree with the claim that the more information it knows, the more accurate and interesting ads become. He also mentioned that people are more likely to entrust sensitive information to Apple than to Meta.