Meta’s Muse AI aces subscription cancellation for users

Meta’s Muse personal assistant is emerging as a threat to subscription services, with its AI capabilities helping users uncover unwanted subscriptions and cancel them.

Several brands depend on recurring subscriptions for growth, and people often forget the autopay they enabled, even if they no longer use the services.

According to a 2025 Mastercard and FT Strategies report, 44% of US consumers expanded their subscription spending to an average of $1,887 annually (about $157 a month).

Bank of America payment data show a 7.7% year-over-year increase in card spending in July, driven in part by entertainment and retail subscriptions, which accounted for 43% of the total.

AI agents like Muse, which have access to personal and financial data, can pull and show users their subscriptions, making it easier to decide and cancel.

Stanford University research reveals that forcing consumers to decide makes them about four times more likely to cancel.

Subscription services are already facing massive churn, and experts warn that AI agents could accelerate it.

Recurly notes 43% of consumers are comfortable with AI managing subscriptions.

Meta’s Muse app has already surpassed ChatGPT in US download charts on the App Store and Google Play.