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# Meta’s Muse agent unlikely to open new ad revenue, Madison and Wall argues
- URL: https://www.medianexis.com/metas-muse-agent-unlikely-to-open-new-ad-revenue-madison-and-wall-argues/
- Published: 2026-09-27T21:04:15.000Z
- Updated: 2026-09-27T21:04:15.000Z
- Description: Madison and Wall reports that Meta’s new AI agent Muse is unlikely to generate meaningful agent-focused ad revenue even with wide adoption, with subscription fees and transactions as the bigger opportunity instead.
- Author: The Signals Desk
- Tags: Ad-tech, Madison and Wall Saturday summary roundup

**Why it matters.** Marketers should expect brand-campaign spend to matter more, not less, as agents like Muse shape consumer preference rather than serve as new ad inventory.

*Signal from* [*Madison and Wall*](https://madisonandwall.substack.com/) *·* [*read the original*](https://madisonandwall.substack.com/p/m-and-w-saturday-summary-metas-muse)*.*