Meta announced Muse for Small Business on September 29, adding business skills and 15 third-party app connectors to Muse, the personal AI agent it launched on September 8. The agent can now work with a company's Facebook and Instagram accounts, ad accounts, online store, bookkeeping and customer records. Meta says it is free for most of what small businesses need. It arrived the same day OpenAI unveiled its own always-on agents, which makes the agent race between the two companies hard to miss.

Table of contents

What Meta added

Muse for Small Business is not a separate app. It is a set of skills and connectors inside the existing Muse agent. Meta's framing, as reported by several outlets, is that small businesses told it they were short on hours, not ideas.

The update lets Muse read analytics from Instagram professional accounts, Facebook Pages and Meta ad accounts, according to Engadget. With that access, Engadget says the agent can give insights and carry out tasks tied to a business's social media presence, including ad campaigns. Businesses that want more can also build custom connectors for services Meta does not support yet, and outside partners can apply to join through muse.ai/platform.

The 15 connectors

Meta named Asana, Box, Canva, Dropbox, Figma, Granola, HighLevel, Intuit QuickBooks, Klaviyo, Lovable, Notion, Shopify, Slack, Stripe and Zoom, according to Unite.AI. The full list sits in the Muse app settings, and Meta says more will follow.

The mix covers brand work (Canva, Figma), storefront and payments (Shopify, Stripe), books (QuickBooks), email marketing (Klaviyo) and team tools (Slack, Asana, Notion). The money connectors are the ones to watch. A mistake by an agent inside an accounting or payments tool costs more than a mistake inside a note-taking app.

What Muse can do for a business

Fox Business, summarizing Meta's announcement, lists a few examples. Muse can build a growth plan for the year ahead after looking at sales data, social media data and business goals. It can use a company's existing ad content, find the best performing posts and industry trends, then draft a week of posts and a new ad campaign for the owner to review.

It also works without being asked. Meta says Muse flags emails that need a reply and writes first drafts, and an Ideas tab suggests more ways to use it. One business owner quoted in coverage said Muse was taking over some of the roles she does not enjoy. Meta said small business owners tested the new skills before launch.

Cost and availability

Muse is free for most of what people need, Engadget reports, but heavier or more intensive use may require a subscription. Meta has not published a price list for that tier in the coverage we reviewed. Technobezz notes Muse had already launched in the US and Canada, which is where Muse for Small Business starts.

That free-first approach has a clear logic. Meta already earns money from small businesses through ads. Giving them an agent that lives next to their ad accounts could make them spend more inside Meta's ecosystem. The Keyword's analysis puts it as a shift from selling ad inventory to selling software that runs the work. That is the analyst's read, not Meta's stated plan.

The access question

Connecting an agent to accounting, ads and commerce accounts gives it access to operationally important information. The Keyword reports that nothing is sent or spent without approval, and the Progressive Robot write-up says an outbound-action review step sits in front of anything that leaves the system. Those descriptions come from outside coverage rather than a full technical document from Meta, so business owners should read the permission screens carefully before connecting a payments or bookkeeping account.

This question is not unique to Meta. OpenAI's Dots face the same one, and we went through that in our report on OpenAI's always-on agents. Both companies are moving fast toward agents that act on their own, and both have had to stress that users keep control over sensitive actions.

For a shop owner, a practical approach is to start with read-only connections, test on low-stakes tasks like drafting posts, and leave payments and accounting for later. Meta says more connectors and skills will come in the months ahead, so the product will keep changing.

FAQ

What is Muse for Small Business?

It is a set of business skills and app connectors added to Meta's Muse AI agent on September 29, 2026. It lets the agent work with a company's ads, store, books and customer records.

Which apps does Muse connect to?

Fifteen third-party apps: Asana, Box, Canva, Dropbox, Figma, Granola, HighLevel, Intuit QuickBooks, Klaviyo, Lovable, Notion, Shopify, Slack, Stripe and Zoom. It also connects to Facebook and Instagram business accounts.

Is Muse for Small Business free?

Meta says Muse is free for most of what people need. Heavier use may require a subscription.

Can I connect a tool that is not on the list?

Yes. Muse supports custom connectors, and partners can apply to build official ones at muse.ai/platform.