Meta is prioritizing privacy in its new AI products like Muse, a significant shift from its data-centric business model. This change acknowledges that user trust is crucial for the success of advanced AI assistants handling sensitive information. Previously, Meta had broad access to user data from its AI services. However, CEO Mark Zuckerberg has pledged to offer a fully private mode for AI agents. Muse will provide users with a personal virtual machine, including an option to prevent Meta from accessing their data. Similar privacy features are also planned for Meta's AI glasses. These efforts build on earlier introductions like incognito chats and private processing in WhatsApp, which later expanded to other Meta apps. Users must remain vigilant, as some default settings, like AI model training, still require opting out. Current privacy options for Muse may not extend to all Meta AI interfaces, and Meta devices still raise broader surveillance concerns. Meta is transitioning to a new business model for Muse, relying on paid tiers and transaction fees rather than targeted advertising. This new approach aims to generate revenue without the extensive data collection of its previous services. Despite these changes, a trust gap persists due to Meta's history of extensive data usage, which will require a proven track record to overcome.