The debut commercial for the AI agent Muse targets U.S. audiences during major sporting events to increase visibility for the tool's automation capabilities. Alexandr Wang attributed the nationwide production to Meta's marketing team, specifically naming Josh Ginsberg and Denise as key contributors. The campaign marks the first instance of the product using television media to reach a mass consumer market.

The marketing push follows a Sept. 19 expansion into Canada, where Muse hit No. 1 in the App Store's productivity category within 24 hours of launch. Recent updates to the platform include a Mac application, a developer portal, and new third-party connectors for software services including Notion, Granola, and Spotify.