Millions have adopted Muse since its September launch. The app reached 10 U.S. million downloads in just 40 days—compared with 3.7 million U.S. downloads for ChatGPT during the equivalent period—and has over 2.5 million daily active users, according to Sensor Tower. It is also retaining users at a higher rate than its AI competitors. Crucially, Muse—which comes with a cuddly avatar—was designed by Meta to be beginner-friendly, and to win over people unfamiliar with AI. Meta is also aggressively marketing Muse to Instagram, Facebook, and WhatsApp users. 

As a result, many older users who may have only had glancing interactions with AI have become avid users. Meta has not released demographic information about Muse’s usership, and did not respond to a request for comment. But early data suggests Muse may be finding a particularly receptive audience among older adults. The analytics firm Apptopia estimated in September that Muse’s U.S. user base skewed older than any other AI chatbot, with 46% of its users aged 46+. 

This dynamic has excited technologists—and raised serious concerns from privacy experts. Meta has long been criticized for its data privacy practices, and on Wednesday, a New Mexico judge ordered the company to pay $25 billion for violating the state’s consumer protection laws.

In TIME Magazine’s coverage of this topic in their article, “Meta’s Muse AI Is Winning Over Older Adults. Privacy Experts Are Worried,” Michael Stokes, Veilant’s SVP of Emerging Technologies, provides his input:

Michael Stokes, senior vice president of emerging technologies at the cybersecurity company Veilant, says that individuals should carefully choose what access they want to give Meta. “My advice is to start small. Connect only the accounts a task requires, and disconnect them when the job is done,” he wrote to TIME in an email.

Stokes recommends that users turn off the option that lets Meta train its AI on conversations, and periodically review what the assistant has saved about them. “AI assistants can be helpful,” he wrote. “But the information you share with them can reveal more than you realize, including details about family and friends who never agreed to share their information.”