Meta's Muse launch was supposed to be the biggest marketing play of the month.
A 3-week-old startup beat it.
Muse is Meta's first real AI agent. To launch it, they paid every major AI influencer to post on the same day. For 24 hours it was impossible to open your phone without seeing it.
That part worked. Influencer campaigns get people to try a product.
They rarely get anyone to stay.
A week later the buzz has faded. I've barely seen Muse mentioned since.
Instinct did the opposite. It's also an AI agent, but it lives in iMessage and runs errands for me. Three weeks after launch, the buzz is still as strong as day one. I'm using it daily and it keeps coming up in conversations.
The difference isn't budget. Meta has an unlimited one. The difference is what the product does after the campaign ends.
Link in the comments.
#B2BMarketing #ContentStrategy …more
View on LinkedIn
Told 3 times, Sep 22, 2026
· Instagram · Open
Meta's Muse launch was supposed to be the biggest marketing play of the month.
But a 3 week old startup beat it.
Muse is Meta's first real AI agent. To launch it, they paid every big AI influencer to post about it on the same day.
For 24 hours it was impossible to open your phone without seeing it.
That part worked, sort of. Influencer campaigns get people to try a product.
But they rarely get anyone to stay.
A week later, the buzz has faded and I've barely seen Muse mentioned since.
Instinct did the opposite.
It's also an AI agent, but it lives in iMessage and runs errands for me.
3 weeks later after their launch, the buzz is still big as every.
I'm still using it daily, and it keeps coming up in conversations.
The Instinct play is the one a normal B2B brand can actually copy.
· YouTube · Open
Meta's Muse launch was supposed to be the biggest marketing play of the month.
A 3-week-old startup beat it.
Muse is Meta's first real AI agent. To launch it, they paid every major AI influencer to post on the same day. For 24 hours it was impossible to open your phone without seeing it.
That part worked. Influencer campaigns get people to try a product.
They rarely get anyone to stay.
A week later the buzz has faded. I've barely seen Muse mentioned since.
Instinct did the opposite. It's also an AI agent, but it lives in iMessage and runs errands for me. Three weeks after launch, the buzz is still as strong as day one. I'm using it daily and it keeps coming up in conversations.
The difference isn't budget. Meta has an unlimited one. The difference is what the product does after the campaign ends.
#B2BMarketing #ContentStrategy