Meta Adds Small Business Skills and Connectors to Muse
Meta's September announcement brings business skills and connectors to Muse: Instagram analytics, Facebook Pages, ad accounts, and third-party tools like Canva.
By Icarus4 min read
Meta announced “Muse for Small Business” in September, an expansion of its personal AI agent that adds new skills and connectors aimed at people who run businesses.
The move follows the agent’s introduction earlier this month. Muse was first offered in the US and Canada as a personal AI agent that completes tasks on a user’s behalf. The new business skills extend that idea: the agent can connect to the Meta accounts businesses already run, plus third-party tools, and work inside them.
The short version
- Meta is expanding Muse from a personal agent into small-business tooling, starting with connectors for Instagram analytics, Facebook Pages, and ad accounts.
- Businesses can also link third-party tools, or build custom connectors where none exists.
- The announcement names no prices, plan names, or rollout dates. Meta says Muse is “free for most of what people need.”
What the Update Includes
The headline feature is connectors. Meta says businesses can link their Instagram professional account analytics, Facebook Pages, and Meta ad accounts “in a few clicks,” and that the agent already understands the business it serves: what it sells, how the brand sounds, and what customers keep asking about.
Muse connects to “dozens of tools that businesses already run on,” covering brand, storefront, books, and customer records, Meta says. Meta also supports custom connectors for services without a built-in one, so businesses can plug in what the agent doesn’t support natively. A full connector list lives in the Muse app settings, and Meta says more are coming. Partners interested in building connectors can apply at muse.ai/platform.
The announcement includes an endorsement from a launch partner. Canva co-founder and chief product officer Cameron Adams said: “By connecting Muse with Canva, all of that becomes part of your conversations. Whether you’re launching a side hustle or polishing a presentation, your favourite Canva templates and tools are right there when you need them; helping you turn an early idea into something on-brand, editable and ready to share.”
The Pitch to Owners
Meta frames the update around time. The announcement quotes Tom Mulholland, owner of Mulholland Grocery in Malvern, Iowa: “I work about 65 hours a week, and there are so many things where I’m the only one who can do them. I need to free up time for the work that actually makes my business money: cutting the steaks, making the sausages. I’m very good at what I do, but that doesn’t mean I’m good at all of the different roles a small business owner has to play, and Muse is taking over a few of them.”
The announcement also points readers to five Muse use cases for small businesses and says early testers tried the new skills and connectors ahead of the announcement. Those use cases and tester comments appeared as embedded media in the announcement rather than written text, so the written detail is limited to the examples above.
“I’m very good at what I do, but that doesn’t mean I’m good at all of the different roles a small business owner has to play, and Muse is taking over a few of them.”
— Tom Mulholland, owner of Mulholland Grocery
Meta said Muse “is free for most of what people need,” with subscription plans for those who want more. The announcement gives no prices, plan names, or rollout dates.
Why It Matters
This is the first expansion of Muse beyond personal use, and it points the product at businesses already living on Meta’s apps. The announcement says small businesses have been growing on the company’s apps for “nearly two decades,” and that the businesses told Meta they are short on hours, not ideas.
The strategy is familiar: the connectors that work best out of the box are Meta’s own, and the product knowledge Meta cites (what a business sells, its brand voice, repeat customer questions) is information the company already holds about businesses that advertise and post on its platforms. Whether the “dozens” of third-party tools match the convenience of the Meta-owned ones is not something the announcement shows.
What Comes Next
Meta said to expect “more connectors, more skills, and more of the business handled for you” in the months ahead. The same skills and connectors we cover in the Academy. Meta framed the expansion as part of a broader effort to build AI for businesses at every stage. The announcement closes with a call to action: “Get started with Muse for Small Business today.”
