Meta Says Muse Tops 10 Million Users as Zuckerberg Bets on AI Shopping Revenue

TL;DR

• Meta says its Muse AI app has attracted more than 10 million users, with about 25% of those who complete setup using it daily.
• Zuckerberg highlighted shopping activity, saying over a quarter of engaged shopping users averaged purchases above $200.
• Meta plans to earn revenue through commerce fees and paid access for power users while keeping Muse free for most people.

Muse Adoption Reaches 10 Million Users

Meta said during its third-quarter earnings call Wednesday that more than 10 million users have adopted Muse, its AI assistant for shopping and everyday tasks.

The announcement followed Sensor Tower estimates that the app had reached 10 million US downloads in approximately 40 days. Downloads and adoption are different measures, although both point to rapid early interest.

CEO Mark Zuckerberg said approximately 25% of people who complete Muse’s setup now use it daily, describing improving retention as evidence that the product is finding an audience.

He said Meta would increasingly focus on expanding access, developing revenue streams and reducing operating costs.

Shopping Activity Draws Zuckerberg’s Attention

Zuckerberg singled out commerce as a notable part of Muse’s early usage.

He said more than a quarter of engaged users shopping through the agent had an average purchase size above $200. That figure describes a subset of shoppers rather than average spending across Muse’s entire user base.

Muse uses Plaid’s connector to support agentic shopping. Zuckerberg said Plaid had told Meta it was seeing unusually strong activity through the integration.

Personal productivity was another popular use case, including connecting Muse to email accounts and calendars so it could assist with daily responsibilities.

Meta Highlights Privacy Features for Connected Accounts

Zuckerberg interpreted users’ willingness to connect personal services as a sign of confidence in Muse’s security architecture.

He pointed to Muse Secure VM, a feature designed to protect user data and privacy.

Meta also plans to introduce Muse Confidential VM, which Zuckerberg said would prevent the company from seeing users’ content. That capability remains forthcoming rather than an existing protection described in the report.

The integrations give Muse access to information needed for more useful assistance, making the handling of connected data an important part of its expansion.

Commerce Fees and Paid Tiers Will Drive Monetization

Meta intends to keep Muse free for most users while retaining a percentage of commerce conducted through the platform.

Power users would pay for access to more advanced models or larger token allowances.

Zuckerberg said Meta expects Muse eventually to generate more annual revenue per user than its existing family of apps, which includes Facebook, Instagram, WhatsApp and Messenger. He described the comparison figure as several hundred dollars annually.

That is a forecast rather than Muse’s current revenue performance. The company did not disclose an existing revenue-per-user figure for the agent.

Compute Efficiency Is Central to Profitability Plans

Muse is currently expensive to operate, according to Zuckerberg, but Meta expects substantial efficiency improvements.

The company aims to improve compute cost efficiency by more than tenfold over the next year, which it believes could support profitability once revenue reaches sufficient scale.

Meta is also building capacity intended to serve more than one billion people over the coming years.

Those ambitions make infrastructure spending and execution important to the business model. Profitability depends on both lowering service costs and developing the projected revenue streams.

Smart Glasses and a Muse Network Form the Next Stage

Muse will also play a central role in Meta’s smart glasses strategy.

The company expects losses at Reality Labs, the division responsible for glasses, virtual reality and metaverse products, to narrow to approximately $15 billion this year from $19.1 billion in 2025.

Beyond hardware, Zuckerberg outlined a potential “Muse network” in which users’ agents could coordinate with agents belonging to friends and family.

Business interactions could also change, with Muse communicating directly with a retailer’s agent rather than simply navigating its website.

The concept would extend Muse from an individual assistant into a network of interacting agents, although Meta did not provide a launch timetable.