AI
Meta has launched its Muse AI agents in Singapore, its first Southeast Asian market after debuting in the U.S. and Canada last month. The app passed 10 million downloads in its first month, and Mark Zuckerberg said shopping is the top use case, with more than a quarter of users seeking deals or purchases and average Muse purchases topping $200.
In Singapore, users can link Muse to Gmail, Google Calendar and Instagram, letting it draw on saved content to complete tasks. Meta also built connectors with local partners such as Shopee, Lazada, Grab, Singapore Airlines, Agoda, Klook, Trip.com and ShopBack, covering shopping, groceries, dining, travel and ticketing.
For sports teams, this signals that AI agents may increasingly sit between fans and purchases. Clubs and leagues should make merchandise, ticketing and matchday travel information easy for agents to find and compare, and treat saved Instagram posts as potential inputs for fan decisions. Brands active in Asia may want to explore partner connectors as Meta rolls Muse into more markets.
