On July 7, 2026, Meta introduced Muse Image, an artificial intelligence model designed for image creation, as part of its efforts to engage creators and advertisers. This model, developed by Meta Superintelligence Labs under Alexandr Wang, follows the earlier release of the Muse Spark language model.
Muse Image will be accessible for free through the Meta AI app, WhatsApp, and Instagram Stories, while power users will need to subscribe to one of Meta's monthly plans to utilize advanced features and generate more images. The model is integrated into Meta's AI-powered Advantage Plus service, which assists advertisers in creating tailored ad content efficiently.
Meta's initiative reflects its ambition to expand its business model amid stiff competition from established players like OpenAI and Alphabet, which have already launched similar AI image generation technologies. Internal benchmarks indicate that Muse Image performs well against competitors, particularly in editing tasks.
Furthermore, Meta aims to reduce its reliance on third-party AI technologies by leveraging its own models, with plans to introduce an AI video generation model, Muse Video, in the future. This strategic pivot underscores Meta's commitment to investing in AI infrastructure to create new revenue opportunities