What Is Meta's New Muse Image Generator?
Meta has introduced Muse Image, a new AI image generation tool built by Meta Superintelligence Labs, the company's dedicated artificial intelligence division. Before its public rollout, the tool was known internally under the code name Mango.
Where You Can Access Muse
Muse Image is free to use through the Meta AI app, and it's also built directly into Instagram Stories and WhatsApp — putting AI-powered image creation inside apps that hundreds of millions of people already open every day.
What You Can Create With Muse
Everyday and Playful Image Generation
Like most AI image generators already on the market, Muse can produce a wide range of playful, cartoon-style images. For users who aren't sure where to start, Meta has built in ready-made "presets" — prewritten prompts designed to spark ideas.
Custom Ads and Marketplace Previews
Beyond casual image-making, Muse has practical applications for advertising. Meta points to the ability to generate custom ad creative, reflecting the broader trend of AI tools becoming more deeply embedded in digital advertising over the past year.
The tool also connects with Facebook Marketplace. In one demonstration, a user relied on Muse to visualize how a secondhand couch might look in their garage before buying it — a preview feature aimed at helping shoppers make more confident purchase decisions.
Prompt-Based Photo Editing
Muse also supports prompt-based editing of existing photos using simple text instructions. Example use cases include placing yourself in front of a well-known landmark, cleanly removing an unwanted photobomber from the background of a shot, or generating a working QR code from a written prompt.
New AI Effects Arrive in Instagram Stories
Alongside the Muse rollout, Meta is introducing a new set of AI-powered effects for Instagram Stories, built on top of the Muse technology. These effects function as customizable filters that let users transform their existing photos in new ways.
Pricing: What's Free and What Requires a Subscription
Meta says everyday, casual use of Muse will remain free. Once a user goes beyond a certain usage threshold, though, they'll need to move to one of Meta's paid subscription plans to keep creating.
Muse Video Is Reportedly on the Way
Meta has also confirmed it's developing Muse Video, a companion product that appears aimed at AI-generated video content. No public release timeline has been shared yet.
Muse Fits Into a Bigger AI Push at Meta
Muse Image is the latest addition to a growing lineup of AI products Meta has rolled out over roughly the past year. That lineup includes an AI assistant for Facebook called Creator, and a separate app called Pocket that lets users build video games through AI-assisted, or "vibe," coding.
Meta has faced criticism over what some have called a scattered AI strategy. Even so, the company remains on track to spend heavily on AI infrastructure this year as it keeps expanding its suite of AI-driven products.