Freedom: what will change for Meta with the launch of the Muse Charm AI assistant

Meta Platforms (META) could turn the personal AI assistant Muse into a standalone hardware ecosystem and expand its monetization opportunities beyond advertising and social networks, according to analysts at Freedom Broker. The pocket-sized Muse Charm device unveiled at the Meta Connect conference will allow users to access AI without using a smartphone.

A leading tech company

Meta Platforms develops social networks, digital advertising, artificial intelligence technologies, smart glasses, and virtual reality devices. The company’s new strategy calls for closer integration of software AI services with its own consumer electronics.

Muse is turning into a hardware platform

Meta plans to transform Muse from a software product into its own hardware ecosystem, expanding the potential monetization of AI services beyond advertising and social networks, Freedom Broker analysts noted.

The main announcement at Meta Connect was the Muse Charm device, roughly the size of an Apple (AAPL) AirPods case. The gadget received a two-inch screen and 5G connectivity support. The company plans to begin sales by the December holidays.

Charm gives the user a dedicated interface for interacting with Muse. Thanks to this, the AI assistant stops being just an app inside a smartphone and becomes the foundation of a standalone device that can be used in everyday situations.

Smart glasses will get a unified AI interface

Meta has also made Muse the primary interface for its smart-glasses lineup. The assistant is expected to combine voice interaction, computer control, and work with partners’ services.

The company announced integrations with Walmart (WMT) and Best Buy (BBY). They expand possible use cases for Muse in shopping and everyday tasks. In this way, Meta is building around the assistant not only its own devices but also a network of external services.

According to Freedom Broker, this approach could increase the number of user touchpoints. The more often Muse is used in glasses, the pocket device, and partner services, the broader Meta’s potential opportunities to develop paid features and other monetization models.

The advertising business finances AI development 

In August, Freedom Broker maintained its “Buy” recommendation on Meta shares and set a target price of $780. With the stock trading at $556.7 at the time of the assessment, this target implied upside of about 40%. The target price reflected second-quarter results and analysts’ expectations for the development of the company’s advertising business and AI направления. 

In the second quarter of 2026, the company’s revenue rose 28% year over year to $60.8 billion, and advertising revenue increased 27% to $59.4 billion. However, operating profit fell 8% to $18.8 billion, net profit declined 14% to $15.8 billion, and free cash flow plunged 91% to $784 million. 

This is not an individual investment recommendation.