Meta brings personal AI agent Muse to Singapore

Meta has launched its personal AI agent Muse in Singapore, connecting the technology with consumer platforms including Shopee, Grab, Singapore Airlines, Agoda and ShopBack as it seeks to move AI beyond answering questions to completing everyday tasks.

Available from 28 October, Muse allows users to connect services they already use to research products, compare prices, plan grocery orders, explore travel options and access deals within a conversational interface. Other launch partners include Klook, Trip.com and Lazada.

The launch marks Muse’s expansion into Singapore following its global announcement. Meta describes it as a personal AI agent designed to help users manage tasks and projects, as well as turn longer-term goals into actionable plans.

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Connectors are central to the experience, allowing Muse to work with third-party services. Users can also connect Gmail, Google Calendar and Instagram to help manage emails, coordinate schedules and draw on saved content.

For shopping, Muse can recommend products on Shopee based on users’ preferences and compare options. For example, a user could ask it to find a universal travel adapter costing less than SG$25.

On Grab, users can request everyday essentials or ingredients for a meal. Muse can ask follow-up questions, assemble a shopping basket, check the total price and delivery time, and seek approval before placing the order.

Travel and shopping discovery are also part of the offering. Through ShopBack, users can compare hotel rates, flight fares and retail offers across partner platforms, with cashback factored into the results. On Klook, Muse can recommend experiences based on a traveller’s interests and plans, with users able to book through the platform within the same conversation.

Agoda said it is the first digital travel platform globally to connect its AI travel assistant with Muse.

“We’re excited to be the first digital travel platform globally to connect its AI travel assistant seamlessly with Meta’s Muse. Agoda is at the forefront of technology and this connection gives travellers another convenient way to discover, plan and book their trips. It reflects our focus on making travel easier for customers, wherever they choose to engage with Agoda’s great rates and global supply,” said Matteo Frigerio, chief product officer at Agoda.

The integrations could offer brands another way to reach consumers as they increasingly use conversational AI for product discovery, shopping and travel planning. Rather than relying solely on traditional search or navigating multiple applications, users can express what they need in a conversation and use connected services to act on the results.

“AI is opening up new ways for people to discover and shop. We are excited to bring Shopee to Meta’s Muse in Singapore, helping users find relevant products through AI and move seamlessly from discovery to purchase on Shopee. This builds on our longstanding partnership with Meta and marks another step towards making online shopping more convenient and accessible for shoppers,” said Peggy Zhu, executive director of brand and growth marketing at Shopee.

“Grab has always focused on making everyday life easier. Partnering with Meta on Muse allows us to further connect conversational AI with real-world action. Whether it’s having daily essentials delivered to your doorstep in minutes or securing a dinner reservation, consumers can now get things done naturally in their chat, backed by the network and reliability of Grab,” Philipp Kandal, chief product officer at Grab, added.

Meta said safety and privacy were key considerations in developing the agent. Muse runs on Muse Secure VM, a dedicated cloud computer designed to store data and credentials for connected services while keeping passwords and payment methods out of the agent’s view. Users determine what Muse can access, and the agent checks with them before sensitive actions, such as sending emails or making purchases.

“Muse is your personal agent, built to help make everyday life easier. We are connecting Muse with some of the most iconic brands in Singapore and the region, so you can get things done with the services you already use and love,” said Nicole Tan, managing director of Meta Singapore.

Muse is available on iOS, Android and muse.ai, with a launch on AI glasses planned for a later date. The service is free for most everyday uses, while subscription plans are available for users seeking additional capabilities.

Connector features will be rolled out progressively, with some experiences becoming available after the initial launch.

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