Deep| $META : Could Muse be the Inflection Point Market Looking for? Insights from 654 Muse Use Cases and Our Advertising Agency Interview Muse use cases: FUNDA reviewed 654 Muse cases 12 days after launch. Savings, refunds and personal finance remained the largest category at 128 cases, or 19.6%, while work and small business rose to second with 73 cases, or 11.2%; life admin still accounted for 411 cases, or 62.8%. Intent signals: Muse could move Meta earlier into purchase journeys historically dominated by Google, including travel, financial services, automotive, B2B and local services. The report estimates these weaker categories represent roughly a 21 percentage-point ad revenue mix gap versus Google, creating a credible path to more than 20% incremental GMV if Muse gains adoption. Monetization path: Meta could capture value through intent-driven ads, WhatsApp Business messaging, Business Agents and potential commissions or booking fees. The report argues subscription revenue is the least important opportunity, and that Meta should prioritize free consumer adoption while monetizing through its advertiser relationships and commercial intent signals. 3Q26 early check: Agency feedback suggests Reels, overlay ads and WhatsApp Business / Business Agents are slightly ahead of expectations. CPM growth accelerated across Feed, Stories and Reels in June, July and August, with 3Q26 expected to exceed expectations due to better customer data use, AI-driven audience selection, bid optimization and stronger creative. Detailed Report