A Marketer's Field Test of Muse (Meta's New Personal Agent)

As a fractional CMO, my job is turning one idea into a dozen assets. So, when Meta rolled out Muse, a personal AI agent, I field-tested it the way I'd evaluate any hire: can it keep up with a creative workflow? Let's give it a try.

Diving into a field-test day, I named my new assistant Kristinith (Kristina + a reference from a Will Ferrell movie), and I tasked her with tackling some basic administrative and creative workflows, but did not give her full access to everything in my business. I genuinely wanted to see if an AI could keep up with the fast-paced demands of a marketing agency. I asked her to create invoices directly from requests in my email inbox, and she executed them with great accuracy. She also drafted several email responses for me to review; while I always customized her drafts before hitting send, having that initial foundation saved me a good amount of time. It was incredibly refreshing to hand off these routine tasks (and I even unpacked all of my groceries while she did it).

The most valuable part of this experiment actually came from her assistance with media production and overarching strategy. When I was creating a new reel, Kristinith helped with the background research and even assisted in writing the script. I also asked her for advice on the most effective freeze frame cover, engaging captions, and relevant hashtag ideas to boost future video performance. Her insights were surprisingly sharp, and I can easily see how a business owner could integrate a tool like Muse into their daily marketing operations full throttle. My finding: the agent multiplies your abilities, but the strategy and control stay with you.

As a final disclaimer, we must always consider the environmental impact and energy consumption associated with heavy AI usage (you can read more in this disclaimer by the UN). This was purely a beta test for my own curiosity, and it does not reflect my regular daily operations. However, the potential for streamlining a marketing business is undeniably powerful (especially if you want to scale your output). Have you experimented with any AI agents in your own business yet? Leave a comment below and let me know how you are balancing automation with authentic strategy.

- Kristina Bozanich - I am a fractional CMO, media producer, Congressional Record Honoree, and LGBTQ+ Advocate. To see more updates, follow on social media or sign up for email subscriptions.