Meta's recent surge stems from the early September launch of its Muse personal AI agent, which quickly climbed app charts and shifted investor focus from heavy AI infrastructure spending to monetization potential. The late-September Connect 2026 event reinforced this with integrations for AI glasses, expanded models like Muse Spark 1.3, a new enterprise platform, and leadership hires, sustaining momentum into October. Q3 results due October 28 represent the next key catalyst, with guidance pointing to continued ad revenue growth alongside elevated capex. Traders are weighing demonstrated AI adoption against typical earnings volatility and broader market conditions as the month closes.