During its third-quarter earnings call on Wednesday, Meta confirmed that its AI application, Muse, has surpassed 10 million users. This figure aligns with estimates released earlier this week by market intelligence firm Sensor Tower.
However, the focus has shifted to user engagement and spending, which has captured the attention of CEO Mark Zuckerberg. He revealed that 25% of users who have set up Muse utilize the app daily, contributing to improved retention rates.
Furthermore, Zuckerberg noted that over a quarter of engaged users shopping through the AI agent spent an average of more than $200 per transaction, a figure that surprised even industry insiders.
"Plaid told us that they hadn’t seen activity like they’re seeing with their connector on any other service before," Zuckerberg stated, referencing the financial technology firm responsible for connecting payment apps to bank accounts. Muse utilizes Plaid's connector to facilitate agentic shopping.
Beyond shopping, popular applications for Muse include personal productivity tasks, such as linking the AI agent to email or calendar systems. Zuckerberg emphasized that this widespread adoption indicates a high level of trust in Muse’s security architecture, which features a "Muse Secure VM" to protect data. He also disclosed that an upcoming "Muse Confidential VM" will ensure that even Meta cannot access user content.
Having achieved "product-market fit," Zuckerberg stated that Meta will now concentrate on scaling the AI agent, boosting revenue, and optimizing compute costs. Remarkably, the company forecasts that Muse will eventually generate more revenue per user than its "family of apps" users on Facebook, Instagram, WhatsApp, and Messenger do today. Currently, that figure stands at "several hundreds of dollars annually," according to Zuckerberg.
Meta plans to monetize Muse primarily by keeping the platform free for the majority of users while taking a percentage of the commerce conducted within it. Additionally, power users seeking access to advanced AI models or increased token allowances will be required to pay.
Zuckerberg also indicated that Meta believes Muse will become profitable once it reaches a significant scale.
"On the compute side, we are building out the capacity to serve more than a billion people over the next few years," Zuckerberg told bankers and analysts during the Q3 earnings call. He added that while Muse is currently compute-intensive, the company expects to improve its cost efficiency by more than 10x within the next year, which will allow it to turn a profit as revenue scales.
Muse will also serve as a central component of Meta’s smart glasses strategy. Despite this, Reality Labs—the division overseeing smart glasses, VR, and the metaverse—continues to incur significant financial losses.
The Editorial Staff at AIChief is a team of professional content writers with extensive experience in AI and marketing. Founded in 2025, AIChief has quickly grown into the largest free AI resource hub in the industry.