The move was announced by Meta's chief AI officer Alexandr Wang on X on Sunday, September 27, who wrote that users can "now add your muse to your instagram profile," adding: "Show off your superintelligent sidekick to all your friends!"
The announcement marks another step in Meta's push to weave its agentic AI deeper into its social apps.
What Muse is
Muse is Meta's personal AI agent, introduced earlier this month as something more than a chatbot: an agent designed to carry out tasks on behalf of users, from sending emails and booking travel to filling out online forms and shopping for them.
It was initially available through the standalone Muse app and on WhatsApp, and it operates across Meta's platforms including Facebook, Instagram, WhatsApp and Threads.
The agent features a customizable name and avatar, remembers user preferences across sessions, and can connect to third-party services such as Spotify, Notion, GitHub, OpenTable and Stripe's Link, with all features currently offered free of charge.
For now, however, the agent remains available only in the United States, Canada and Mexico.
How to add Muse to your Instagram profile
To add the agent, users need a personal Muse set up and the Instagram app updated to the latest version.
Opening the profile and tapping Edit profile reveals a Banners section where a Muse can be selected; on some accounts the option appears directly under the profile or bio area.
Once added, the Muse appears with the name and avatar chosen during setup, visible to visitors below the bio.
Those who do not have a Muse yet can set one up through the Muse app on iOS or Android or via the Muse website, signing in with a Meta account, then naming the agent and customizing its avatar.
Because the feature is still rolling out, availability may vary by account and region, and some users may not see the option immediately.
Notably, the Muse app itself is currently not available in India, limiting who can take part there.
Why it matters
The Instagram move slots into Meta's broader strategy of embedding Muse across its surfaces — smart glasses, WhatsApp, Instagram and Threads — with reports suggesting the agent's early user growth has outpaced ChatGPT's initial trajectory.
By letting users show off their personalized agents on their profiles, Meta is turning an AI assistant into a social fixture, betting that agents people can display, name and personalize will find faster adoption than faceless chatbots.
With rivals shipping rapid-fire model updates, Meta is leaning on product placement inside the apps its users already open every day.
By Hamza Faisal
