Meta continued its search for profits at the bottom of the AI rabbit hole on Monday when CEO Mark Zuckerberg announced the formation of an enterprise services business built on the back of its Muse models and agent harnesses.
Meta uses its social networking and messaging services to gather data about users so it can use AI-powered recommender systems to present targeted ads, a service its advertiser customers find valuable. The company's online businesses (excluding virtual reality) earned $50.3 billion in profits in the first half of 2026, essentially all from advertising, and its ad revenue amounted to $114.4 billion during the same period.
The company has edged toward having LLMs write those ads and also imagines AI managing some aspects of advertisers' businesses – such as responding to customer inquiries.
With the new Meta Enterprise Platform, the company is now trying to capitalize on more than the fact businesses can't help but to have a presence on its social media properties.
In addition to companion agents, Zuckerberg sees opportunities to sell business and coding agents, and even power customer applications through its API platform. This puts Meta in a position not only to compete with other model builders but the likes of Microsoft, Amazon, and Google – all of which have a head start in bringing AI-powered services to enterprise customers.
"Initially, we will focus on bringing our full technology stack, including the Muse agent, Meta Business Agent, Muse API, Muse Code, and more to businesses and developers to help them grow," Zuckerberg wrote in a Facebook post.
Leading the company's enterprise push is Chirantan "CJ" Desai, who on Monday quit as CEO of MongoDB to take the Meta gig.
Desai gets the job of convincing enterprises to embrace Meta, an idea that flopped in 2016 when the company introduced Facebook At Work, a version of its social networks tuned for internal collaboration.
While Meta's AI rivals – Microsoft, Amazon, and Google – have all endured various scandals, they are established B2B players and have rap sheets rather shorter than Meta's.
The Social Network recently agreed to an $18 billion settlement over allegations it employed additive features that negatively affected children's health. That's just the tip of an iceberg filled with everything from perve glasses to age-inappropriate chatbots and of course the Cambridge Analytica scandal.
But like a kid in a suit, Zuckerberg now wants you to believe he's really grown up and you can totally trust Meta for all your AI needs. ®