Meta's Muse AI assistant could generate more than $27 billion in revenue by 2030, according to a Citi analysis reported by Reuters on Tuesday. The bank argues Muse is increasingly serving as the "front door to the internet," helping users search, compare and transact online while Meta positions the product at the center of its AI strategy.

Citi estimates roughly $23 billion from transaction-related revenue and about $4.5 billion from subscriptions. Muse's cumulative downloads have surpassed 6.6 million since launch, with daily active users at 1.8 million, per the report.

The bank sees Muse's first-mover advantage as critical as rivals expand their own agentic offerings — OpenAI's Dots, Google's Gemini and Anthropic's Claude. One caution noted by PYMNTS: there is still scant evidence consumers will pay for an AI assistant, with just 3% of households paying for any AI service at a median of $20 a month, per Bank of America Institute data.