Meta says its AI app Muse has passed 10 million users, and the company is already seeing signs of how people may use it as a business. Shopping is a major activity for some users, while others connect Muse to personal tools such as email and calendars.
Shopping stands out among Muse activities
On Meta’s third-quarter earnings call, CEO Mark Zuckerberg said that about 25% of people who set up Muse now use it daily. He said this activity is helping improve retention, a measure of whether people continue returning to a service.
Shopping has also drawn attention. More than a quarter of Muse’s engaged users who were shopping through the AI agent had an average purchase size of over $200, according to Zuckerberg. The figure surprised industry insiders, the article reports.
Muse supports agentic shopping through a connector from Plaid, the financial technology company that links payment apps with customers’ bank accounts. Zuckerberg said Plaid had not seen similar activity with its connector on another service. The report does not specify how many purchases were involved or how that average purchase size was calculated.
Personal tasks bring trust questions
Shopping is only one use Meta highlighted. Zuckerberg said people also use Muse for personal productivity, including by connecting the agent to their email or calendars. These tasks put the AI service in contact with information users may consider sensitive.
He pointed to Muse’s security setup as an indication that people trust it. The current system includes a feature called “Muse Secure VM,” which is designed to protect user data and privacy. Meta also plans a forthcoming feature called “Muse Confidential VM”; Zuckerberg said it will prevent even Meta from seeing users’ content.
Those protections matter to the app’s growth because connecting an AI agent to personal accounts involves more than asking it general questions. Users need to decide whether the convenience of letting it work with their information is worth granting that access. The company’s comments describe its security features, but do not give further technical details about how they work.
Meta sees commerce and subscriptions as revenue paths
With Muse having reached what Zuckerberg called “product-market fit,” Meta plans to focus on scaling the service, increasing revenue and improving compute costs. The company expects Muse eventually to generate more revenue per user than its “family of apps” users do today across Facebook, Instagram, WhatsApp and Messenger.
Zuckerberg described current revenue per user for that family as “several hundreds of dollars annually.” Meta has said it intends to keep Muse free for most users while retaining a percentage of commerce conducted on the platform. People who want the most advanced AI models or more tokens will also have to pay.
The plan therefore combines shopping activity with optional paid access. How much revenue those routes produce will depend on whether people keep using Muse, make purchases through it and choose premium capabilities. Meta’s user and purchase figures offer early signals, but the article does not provide a revenue total for Muse.
Scaling depends on lowering computing costs
Meta says it expects Muse to become profitable after it scales. Zuckerberg said the company is building capacity to serve more than a billion people over the next few years, while acknowledging that the service is currently very compute-intensive to run.
He said Meta expects to improve cost efficiency by more than 10x in the next year. That reduction, combined with revenue streams at scale, is what the company expects will make Muse profitable. The projection ties the app’s business outlook to both growth and operational efficiency.
Muse is also expected to support Meta’s smart glasses strategy. Reality Labs, the division responsible for smart glasses, VR and the metaverse, continues to lose billions. The article says those losses are expected to improve from $19.1 billion in 2025 to $15 billion this year.
A proposed network could extend the agent’s role
Zuckerberg also described a future “Muse network.” He characterized the idea as moving from a “single-player game” toward Muses working with the Muses belonging to friends and family. The comments suggest a broader role for the agent that could involve collaboration between people.
He also sketched a shopping experience in which a customer talks to a business’s agent instead of simply navigating to its website. Together, these ideas point to Meta’s ambition for Muse as both a personal assistant and a way to connect users with commerce and other people.
For now, Meta’s account centers on early adoption, daily use, shopping and productivity. The next test is whether those activities can grow while the company lowers the cost of operating the AI agent and builds the revenue streams it has described.