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Meta Platforms' stock is on pace for its best month in 13 years, driven by strong investor enthusiasm for Muse, the company's new AI assistant that has been gaining rapid popularity. The rally is helping convince investors that Meta's heavy AI investments are beginning to pay off commercially, reversing earlier skepticism about the return on its AI spending. The Muse launch is also reshaping competitive dynamics in AI-powered commerce: Amazon has reportedly moved to shut Muse out of its platform, while rival Shopify has instead struck a partnership with Meta on payment technology tied to the assistant, underscoring a broader battle emerging over AI shopping tools.