Meta Reports Muse Surpasses 10 Million Users; Shopping Ranks as Top Activity
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Meta’s AI App Muse Achieves Remarkable Milestone
During its recent third-quarter earnings call, Meta announced that its AI application, Muse, has surpassed 10 million users. This figure aligns with earlier predictions made by the market intelligence firm Sensor Tower. However, it is not just the number of users that CEO Mark Zuckerberg finds intriguing; it’s how these users are interacting with Muse and the amount of money they are spending.
User Engagement and Retention
Zuckerberg revealed that approximately 25% of the users who have set up Muse are now employing it on a daily basis, significantly enhancing user retention. This level of engagement is crucial for the long-term success of any app, especially in an increasingly competitive market.
Shopping Behavior on Muse
Notably, over a quarter of Muse’s active users have reported making purchases through the AI agent, with an impressive average purchase size exceeding $200. This statistic has caught the attention of industry insiders, highlighting a level of consumer spending that was unexpected.
Zuckerberg mentioned that Plaid, the financial technology firm that allows users to connect payment methods to their bank accounts, has never seen such activity with its connectors before. Muse leverages Plaid’s technology to facilitate an intelligent shopping experience for users, positioning itself as a formidable tool in the commerce landscape.
Productivity and Security Features
In addition to shopping, users have been utilizing Muse for various productivity tasks—including synchronizing the AI agent with their email and calendars. This multifaceted approach demonstrates that users have confidence in Muse’s security measures, which aim to safeguard their data and privacy. One of the key features called “Muse Secure VM” has been designed specifically for this purpose. Additionally, a forthcoming enhancement known as “Muse Confidential VM” will ensure that even Meta will not have access to user content, enhancing privacy further.
Transition to Scaling and Revenue Growth
With Muse having reached what Zuckerberg termed “product-market fit,” Meta is now focusing on scaling the AI agent, boosting revenue, and optimizing its computing expenses. The company has high expectations, forecasting that Muse will generate more revenue per user than its existing suite of applications, which includes Facebook, Instagram, WhatsApp, and Messenger. Zuckerberg stated that users of these platforms currently generate several hundreds of dollars in annual revenue.
To monetize Muse, Meta plans to keep it accessible and free for the majority of users while taking a cut of the commerce conducted through the platform. Meanwhile, power users desiring access to advanced AI models or additional tokens will incur charges. This dual approach aims to balance accessibility with a sustainable revenue model.
Future Profitability and Infrastructure Investment
Zuckerberg expressed confidence that Muse will achieve profitability post-scaling. He explained that Meta is actively building the infrastructure necessary to accommodate over a billion users in the coming years. While he acknowledged that Muse is currently compute-intensive, the company anticipates improving its operational cost efficiency by more than ten times over the next year. This improvement will be key in making Muse profitable as revenue streams scale up.
Muse’s Role in Meta’s Hardware Strategy
Muse is also poised to play a pivotal role in Meta’s strategy for smart glasses. The Reality Labs division, which manages the development of VR, smart glasses, and the metaverse, has faced substantial financial losses—$19.1 billion in 2025—but these losses are projected to decrease to $15 billion this year. Integrating Muse into this strategy could help enhance overall user experience and functionality of the smart glasses, ideally making them more appealing to consumers.
Introducing the “Muse Network”
In addition to scaling and supporting its hardware strategy, Zuckerberg introduced the concept of a “Muse network.” He envisioned this transformation moving Muse from a “single-player game” to an interactive platform where personalized agents can collaborate among friends and family.
The idea is not just to facilitate navigation to a business’s website, but to create a conversational commerce experience where users engage directly with agents. This could revolutionize how people shop online and interact with brands, moving towards a more communal approach rather than isolating the consumer experience.
Conclusion
Meta’s Muse is showing great promise, not only in terms of user adoption but also in how significantly it can impact consumer behaviors and engagement. With an ambitious roadmap set for scaling, monetization, and enhancement of user security, Meta seems well-positioned to evolve Muse into a cornerstone of its business model in the years to come. As this technology continues to mature, it will be fascinating to observe how it shapes user experiences across various facets of digital life—from shopping to productivity and beyond.
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