Meta says Muse tops 10 million users, with shopping a leading activity

Meta said during its third-quarter earnings call on Wednesday that its AI app Muse has been adopted by more than 10 million users, confirming estimates published earlier in the week by market intelligence firm Sensor Tower.

How people use it matters more than the headline number. CEO Mark Zuckerberg said about 25% of people who set up Muse now use it daily, which has helped retention, and that more than a quarter of engaged users who shop through the agent had an average purchase size above $200.

The shopping flow runs on payments infrastructure. Muse uses Plaid's connector to link bank accounts, and Zuckerberg quoted the fintech company saying it had not seen activity like this on any other service. Connecting the agent to email or calendars for personal productivity is another popular use.

Zuckerberg attributed that willingness to Meta's security design, including a feature called Muse Secure VM that isolates user data, and said a forthcoming Muse Confidential VM will keep content invisible even to Meta.

With Muse now at what Zuckerberg called product-market fit, Meta's focus shifts to scaling the agent, growing revenue and optimizing compute costs. He said Meta expects Muse to eventually generate more revenue per user than its family of apps, which currently brings in several hundred dollars annually per user.

The monetization outline is a free tier for most users, a percentage of commerce conducted through the platform, and paid access for people who want the most advanced models or more tokens. Zuckerberg said Muse should be profitable once it scales.

Compute is the binding constraint. Zuckerberg said Muse is very compute-intensive to run today, but Meta expects to improve cost efficiency by more than 10x in the next year and is building capacity to serve more than a billion people over the next few years.

Muse also sits inside a longer product story: it will play a central role in Meta's smart glasses strategy, while Reality Labs losses are expected to narrow from $19.1 billion in 2025 to $15 billion this year. Zuckerberg teased a Muse network that would let users' agents work with those of friends and family, and let shoppers talk to a business's agent rather than navigate its website.