Muse, the new AI app, is experiencing a surge in downloads, reaching over 3.4 million since its launch. This growth is partly fuelled by Meta’s promotional push during its annual developer conference. The app now tops the US App Store and Google Play, boasting strong day-over-day growth. Unlike Instagram Threads, which relies on user-generated content, Meta is showcasing what Muse can do for users, based on their interests.

Market intelligence firm Sensor Tower reports that Muse’s daily active users increased by 27% following the conference. Despite Meta’s marketing efforts, it accounts for only 6% of the ad impressions. Muse’s success is also organic, with strong initial reviews praising its design and functionality.

Other firms estimate even higher numbers, with Apptopia putting Muse’s total downloads at around 4.3 million, with 2.6 million on iOS alone. Appfigures reports 2.3 million installs, evenly split between iOS and Android. The app is currently available only in the US and Canada.

Meta’s strategy for Muse involves cross-platform promotion, similar to Threads, but with a focus on showcasing what the AI can do for the user. The company rolled out house ads on September 9 and has since been advertising on mobile ad networks and other social platforms. By September 22, Muse was among the top 10 brands by advertising spend.