Meta Muse's mobile growth: What does it mean for SMEs?

Meta's new AI assistant, Muse, is attracting attention for its user acquisition during its mobile launch period. According to Appfigures data, Muse surpassed ChatGPT in downloads and daily active users in the US and Canada when comparing their respective mobile launch periods. This is a notable development in the competitive mobile AI market, but it is important to remember that the comparison is limited to specific markets and the periods when the products became available on mobile.

When assessing this comparison, it is important to consider downloads and daily active users separately. Downloads indicate initial interest in an app, while daily active users provide a different measure of its usage. However, the available information does not explain whether users stay with the app over the long term or which tasks they complete more successfully. Muse's strong start should therefore not be interpreted as evidence of overall technical superiority over ChatGPT.

The growing adoption of AI assistants on mobile devices raises questions for businesses not only about reaching customers but also about understanding their expectations. As users become accustomed to interacting with assistants, the ways they ask questions, access information and initiate transactions through mobile channels may change. For SMEs, the key is to track not just which app receives the most downloads, but where these usage patterns intersect with their own customer journeys. Each business needs to assess this impact in its own context.

An AI assistant's rise in popularity does not mean a business needs to invest in that platform immediately. The first step is to identify which customer needs the mobile channel should address, which processes are suitable for automation and where human support should step in. Data access, integration with existing systems and terms of use should then be assessed. Data on Muse's mobile growth alone does not establish that it offers any particular enterprise capability or integration option.

At X Mind Solutions, we approach AI agents, automation workflows and system integrations in terms of a business's specific needs. From this perspective, Muse's mobile launch is a meaningful development for tracking user behavior rather than a direct reason to choose a particular product. For SMEs, a sound approach is to identify needs in the mobile channel and assess potential AI applications against criteria such as task completion, response quality and handover to human support.