{
  "id": 9597189,
  "title": "How Meta is using the Threads playbook to boost Muse",
  "url": "https://urgent.news/2026/09/24/how-meta-is-using-the-threads-playbook-to-boost-muse",
  "topic": "ai",
  "section": "AI",
  "published": "2026-09-24T17:28:58.000Z",
  "source": {
    "name": "Business Insider",
    "slug": "business-insider",
    "url": "https://www.businessinsider.com/meta-threads-connor-hayes-ai-growth-interview-kafka-2026-9"
  },
  "original_language": "en",
  "account": "Mark Zuckerberg unveiled his Muse AI agent during Meta Connect. Threads, launched in 2023, now has 500 million users, surpassing Twitter's peak user count. Previously, Threads was a side-project with a small team, but now it is managed by Connor Hayes, who previously oversaw Instagram. Hayes discussed Threads' growth, its stance on AI content, and how Meta is leveraging its Threads growth strategy to promote Muse, its AI agent. Initially, Threads aimed to attract Twitter users seeking a safer, more positive conversational environment. However, Threads has evolved into a platform with deep community ties, covering various passionate categories. Hayes emphasized that Threads' growth stems from promoting its content on Instagram and Facebook, where users can see Threads content while browsing their feeds. While promoting Muse, Meta faces a challenge in promoting an AI agent without a user-generated content base. Hayes mentioned exploring promotional units tailored to individual interests, such as promoting Muse for soccer enthusiasts. Unlike some social networks actively policing AI-generated content, Meta aims to prioritize human-generated content, believing it will drive more meaningful conversations.",
  "summary": "Meta is using strategies it employed to grow Threads to launch Muse, its AI agent. Threads boss Connor Hayes tells how it's working.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}