Meta Platforms shares have gained 27% over the past four weeks as its Muse AI assistant surpassed 5.6 million downloads after launching on September 8. BNP Paribas analyst Nick Jones remains constructive on Meta, citing early U.S. downloads ahead of Sora and ChatGPT and the company's distribution across Instagram, WhatsApp and Facebook, while cautioning that habitual engagement and long-term monetization remain unproven. Muse downloads peaked on day 12 before stabilizing through day 23, and its mobile app open rate fell below Google, ChatGPT and Meta's own Family of Apps after an initial spike. Meta offers a free basic tier and monthly subscriptions, currently charges partners small transaction fees, and could eventually monetize stronger engagement through advertising and commerce. BNP Paribas maintains a positive view with an $885 price forecast, implying about 22% upside from the October 1 price of $725.90. Competition from OpenAI's Dots and potential consumer AI agents from Alphabet and Space Exploration Technologies, as well as security, privacy, partnerships and daily active-user trends, remain key factors. Meta has also introduced the Meta Enterprise Platform, settled youth-safety lawsuits that could require payments of about $18 billion over ten years, and faces heavy AI spending, insider sales and a recent earnings miss.