Meta’s AI companion, Muse, has hit 10 million U.S. downloads in just 40 days, joining an elite club of apps that have achieved this milestone. According to market intelligence provider Sensor Tower, only 11 other apps have managed this feat, with the majority being mobile games like Fortnite and PUBG Mobile.

Muse’s success is a testament to Meta’s ability to market its new apps effectively. Threads, another AI-powered app, was built on top of Instagram’s social graph, and its content has been integrated into both Facebook and Instagram. However, Muse’s rise has been particularly impressive, with 30% of users retaining the app after a week and 23% after 14 days – significantly better than its rivals.

Meta has also heavily invested in advertising, allocating 39% of its total advertising spend to market Muse in October, up from 23% the previous month. This investment has paid off, with Muse ranking as the 21st largest brand in the U.S. by advertising impressions in October.

The global landscape, however, remains a mixed bag. While ChatGPT saw 3.7 million U.S. downloads in its first 40 days, Muse’s success is limited to the U.S. and Canada, where it has 2.5 million daily active users. Despite these limitations, Muse’s retention rates and its top ranking on the App Store continue to impress, showcasing the potential of AI companions in the digital age.