Meta launched a broad media campaign to promote its personal assistant software on television across the United States. The Muse AI agent has remained the most downloaded application in the US App Store since Friday. The company is executing a cross-promotional strategy for the tool that mirrors the initial scale of the Threads launch.

Threads currently ranks 18 in the US App Store after initiating global advertising efforts in January. The current rollout for Muse includes a desktop application for Mac and availability for users in Canada via iOS and web platforms.