Meta shares rose approximately 25% in September 2026, their strongest monthly performance in more than two years, as investors responded to Muse, the company’s personal AI assistant app. The rally included a 7% single-day gain. Muse launched on September 8 as a free download with paid plans priced at $20 and $100 per month. It is designed to complete multistep tasks autonomously, including negotiating online purchases, booking reservations, managing email and connecting with services such as Gmail and Spotify. The app reached the No. 1 position in the U.S. Apple App Store’s free-apps category during its first week, ahead of competitors including ChatGPT. Mark Zuckerberg has presented Muse as part of Meta’s broader push toward personal superintelligence, with the aim of creating an AI system capable of acting for users across the internet. Goldman Sachs, Wells Fargo and Morgan Stanley identified Muse as an important development in Meta’s AI strategy. Wells Fargo raised its price target to $796, citing increased confidence that the assistant could become a durable source of revenue. The $20 plan is aimed at consumers, while the $100 tier is positioned for professionals and small businesses. Several other firms also raised their price targets for META. Meta shares had already gained roughly 38% from their March lows before Muse launched, and the approaching annual Connect event gives Mark Zuckerberg an opportunity to present the company’s next roadmap with the app’s early momentum behind it.