Meta said that its AI app Muse has been adopted by more than 10 million users, a figure disclosed during the company's third-quarter earnings call on Wednesday. The number matches estimates that market intelligence firm Sensor Tower published earlier in the week.
CEO Mark Zuckerberg pointed to how people are using the app and how much they are spending as the more notable developments. He said roughly 25% of those who set up Muse now use it every day, which he said is helping retention.
On shopping, Zuckerberg said more than a quarter of Muse's engaged users who bought items through the AI agent had an average purchase size above $200, a result that surprised even industry insiders. He added that Plaid, the financial technology company that links payment apps to customers' bank accounts, had told Meta it had never seen activity like this on its connector with any other service. Muse relies on Plaid's connector to carry out agentic shopping.
Other popular uses include personal productivity tasks, such as linking the agent to a user's email or calendar. Zuckerberg said this suggests people trust Muse's security setup, which includes a feature called "Muse Secure VM" meant to protect data and privacy. He also said an upcoming "Muse Confidential VM" will keep even Meta from seeing users' content.
With Muse having reached what Zuckerberg called "product-market fit," Meta plans to concentrate on scaling the agent, growing its revenue and lowering its compute costs. The company projects that Muse will eventually generate more revenue per user than people do today across its family of apps, which includes Facebook, Instagram, WhatsApp and Messenger. Zuckerberg put that current figure at around "several hundreds of dollars annually."
Meta has said it intends to keep Muse free for most users while taking a percentage of commerce conducted on the platform. Power users who want the most advanced AI models or additional tokens would pay. Zuckerberg said the company believes Muse will be profitable once it reaches scale.
"On the compute side, we are building out the capacity to serve more than a billion people over the next few years," he told bankers and analysts on the call. "In the near term, Muse is very compute-intensive to run, but we expect to improve its cost efficiency by more than 10x in the next year, which will enable it to be profitable once the revenue lines are at scale."
Muse is also set to play a central part in Meta's smart glasses strategy. Reality Labs, the division responsible for smart glasses, virtual reality and the metaverse, continues to lose billions of dollars, though its losses are expected to narrow from $19.1 billion in 2025 to $15 billion this year.
Zuckerberg also previewed a planned "Muse network," which he described as moving Muse from a "single-player game" to one in which "your Muses can work with your friends' and your families' [Muses]." He said that under this model, buying something would no longer mean visiting a business's website but "talking to their agent."
