Meta Enters the Corporate AI Agent Market with Muse

What are the risks?

Advertisers fear a conflict of interest. In their view, Meta "grades its own homework": the agent is unlikely to advise a client to move their budget to TikTok.

"We fought hard not to hand Meta the keys to our business," said Jeremy Schulkin, senior vice president of agency Hawke Media. "Connecting QuickBooks, Stripe, your customer base, and email gives Meta a complete picture of your business."

Diego Lomanto, marketing director of startup Writer (a direct competitor to the new platform), demanded that Meta demonstrate a "separation of church and state" between its advertising business built on consumer data and the corporate platform.

What did testing show?

Agency Tinuiti piloted Meta's MCP server (model context protocol — a protocol for connecting AI agents to advertising tools). The new agentic campaign manager in Muse for Small Business relies heavily on this technology.

"For companies unfamiliar with Meta advertising, it's a useful guide, but it lacks the sophistication that experienced advertisers may need in Ads Manager," wrote Jack Johnston, vice president of Tinuiti. He expects Meta to add functionality as it moves beyond small business.

Kevin Gosschalk, founder and head of cybersecurity firm Arkose Labs, called Muse the best enterprise agent he has used. According to him, Arkose's web data shows growth in traffic generated by Muse since the agent's consumer launch.

However, Arkose has not yet deployed Muse: its security service is verifying the agent's compliance with strict client requirements, including those of financial institutions.

Will Meta solve the trust problem?

The main obstacle is the cloud architecture. "Muse is a cloud service. Everything you give it ends up in Meta's data centers. In an enterprise environment, we generally can't allow that," Gosschalk explained. He is hoping for a locally hosted version, similar to Meta's recent open models.

Meta spokesperson Kamran Mumtaz referred to a company publication stating that Muse is designed with "layered privacy and security protections."

The precedent is not encouraging: Workplace, the corporate communication platform that existed since 2016, did not survive to 2027. "Internal communications are a far lower-priority task than growth and revenue. The new product targets a far more critical part of the business," Winick countered.

The ultimate question remains open. "They'll have to prove why anyone should switch and why an advertising partner should build your entire business infrastructure," Winick said. "They have the relationships and the entry point, but that doesn't guarantee a sale."

Competitors — Big Tech clouds and office suites — have been cementing their position in the corporate AI market for several years. Meta is betting on advertisers' trust and Muse's technological lead in computer use.