Playing this video loads it from YouTube (Google), which may store cookies on your device and receive your IP address. Click to play.
Video: "What The Hell Is Meta Muse? Meta's New AI Agent Explained" by Julian Goldie on YouTube.
What Muse actually is
Muse is Meta's personal AI agent - not a chatbot, an agent. The distinction matters. It has its own cloud computer, its own browser, and it operates continuously in the background whether you are looking at your phone or not. You give it a job, close the app, and it gets on with it. When it finishes, or gets stuck, it pings you.
It launched on 8 September 2026, initially US-only, available through its own dedicated app, on the web, and embedded inside WhatsApp. The underlying model is Muse Spark 1.3. Pricing starts free - up to 100 million tokens per week on the free tier, which is a meaningfully large allowance for most personal tasks. Power costs $20 a month. Maximum costs $100 a month. As of October 1, Meta also added business-facing features, opening Muse up to its 200 million existing merchant accounts.
What Julian covers in the video
Julian Goldie runs through the core capabilities, the pricing breakdown, and the safety architecture Meta built around the agent. On the safety side: Muse asks before taking irreversible actions. It does not silently complete a purchase or send a message without showing you what it intends to do first. That approval gate is worth noting, particularly if you are considering giving any AI agent access to real accounts.
Worth knowing: Julian hadn't personally tested Muse by the time this video went out. It launched US-first and wasn't accessible from the UK at that point. His breakdown is based on the official documentation, early reports from US users, and his own comparisons against the agents he does test regularly. That context matters when weighing his conclusions - he's clear about the distinction between hands-on experience and informed analysis.
What's overhyped about it
The "launched US-first" reality is the biggest issue for anyone in the UK. You cannot currently use Muse in a meaningful way if you are outside the United States. Meta has a track record of rolling out slowly to other regions, so a practical UK availability date is genuinely unclear.
The other caveat is the comparison to what already exists. Hermes Agent, which Julian has been testing for most of 2026, does most of what Muse claims to do - and does it open-source, on your own machine, without routing your personal tasks through Meta's servers. The Muse advantage is that it is packaged, managed, and doesn't require any setup. Whether that trade-off suits you depends on what you are actually trying to automate.
What's genuinely useful about it
For US users, the free tier is generous. 100 million tokens a week covers a significant volume of real-world tasks - research, price monitoring, travel booking, form submissions. The WhatsApp integration in particular is practical: if you already live in WhatsApp for work communication, having an agent accessible from the same interface reduces the friction of switching tools.
The move into business accounts is the more interesting development. Meta reaching 200 million existing merchants with an agentic layer changes the scale at which small businesses might interact with AI agents. Most of those merchants are not running Hermes. They are running whatever their phone offers. Muse as a business tool, once it expands beyond the US, is worth watching.
Where this connects to NordSys
Meta Muse is a managed AI agent aimed at people who want the capability without the setup. For UK businesses, it is not yet accessible - but the broader direction it represents is. More AI agents are being packaged as consumer products, which lowers the barrier to adoption but also reduces the control you have over how they work. The question for any business is what they actually need an AI agent to do, and whether a managed product can do it reliably enough, or whether a configured open-source stack better suits the job. That is exactly what our AI Agents service is designed to work through with you.
See our AI Agents service →