Meta has introduced a new AI assistant called Muse for Small Business, aimed at helping small business owners manage various tasks, from creating ad campaigns to analyzing financial data and handling incoming communications. This initiative is part of Meta’s commitment to making AI tools widely accessible.
Tom Mulholland, who runs Mulholland Grocery in Malvern, Iowa, emphasized how this technology could alleviate his administrative burdens. He stated, “I make money being out at the meat cutting table, not in my office. If [AI] can take those tasks off my plate, then it allows me to make more money.”
Although not very tech-savvy, Mulholland has started using Muse to assist with advertising and order management. Similarly, April Polk, CEO of JaeLuxe Shoetique, a women’s clothing and accessory brand, also relies on this AI. She referred to Muse as her “secret weapon” in a highly competitive market.
The Muse assistant can work in the background while users complete other tasks, but it won’t perform actions without the user’s approval. Small business owners are encouraged to name their Muse when they sign up, giving it a personal touch. For Polk, her AI, affectionately named Chase, helps with a wide array of tasks—from revamping her brand’s online presence to analyzing financial data and suggesting strategic changes.
Available online and through app stores in the U.S. and Canada, Muse also includes a personal use assistant introduced earlier. Unlike traditional generative AI, which creates content based on user prompts, both Muse models can operate autonomously. The base version of Muse is free but has usage limits; subscribers have the option to pay $20 or $100 monthly for unlimited access.
For Polk, balancing her responsibilities as a mother and a business owner, Chase integrates smoothly with tools she already uses, like QuickBooks and Canva, increasing efficiency. Chase provides suggestions but won’t act without Polk’s consent, making her feel empowered in decision-making.
In her campaign for user-generated content influencers, Polk praised Chase for handling everything from emails to contracts, giving the impression of a well-staffed operation without the associated costs.
At Mulholland Grocery, located about 30 miles from Omaha, Neb., Mulholland shares a parallel experience. He named his AI assistant Wall-E, and together they’ve successfully managed tasks like creating social media ads and organizing employee schedules. With a workload of around 65 hours weekly, hiring help isn’t feasible for him.
As a self-proclaimed “not technical person,” Mulholland found the AI particularly valuable for advertising. By sending items he plans to stock, he receives ad content within minutes, a task that previously consumed hours.
The time saved allows Mulholland to concentrate on the aspects of his business that truly generate income—like preparing high-quality meats and sausages, which are a notable draw for customers, some of whom travel long distances to purchase them. His unique breakfast bratwurst is a standout product, selling out quickly and contributing to the store’s recognition on the United States Chamber of Commerce’s top-100 small businesses list.
“I focus on the work that others avoid, and I do it well,” Mulholland explained. If AI can reclaim even a few hours a week for him, it significantly impacts his business operations.
