At DevDay, OpenAI launched a new consumer agent platform aimed squarely at Meta's early-leading Muse, setting up a direct fight over free versus paid AI agents.
OpenAI used its annual DevDay to introduce an agent platform positioned as a direct answer to Meta's Muse, which has seen rapid early adoption. Sam Altman presented the launch as OpenAI's bid to own the agent layer before Meta's free distribution advantage locks in users.
The announcement intensifies a race between the two companies to define how consumers interact with AI agents daily, with hardware ambitions reportedly following on both sides.
Meta can subsidize agent distribution through its existing billion-user apps for free; OpenAI has no equivalent install base and must win on capability or monetization elsewhere. Whoever controls the default agent layer controls the next commerce and advertising surface — this is the opening skirmish, not the decider.
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