Meta's AI application Muse has surpassed 10 million users, CEO Mark Zuckerberg said during the company's third-quarter earnings call Wednesday. About 25 percent of users who set up the agent now use it daily.
Shopping has emerged as the strongest use case. Over 25 percent of engaged users who shop through Muse have average purchase sizes exceeding $200. Financial technology firm Plaid, which connects payment apps to bank accounts, reported that Muse drove unusual activity levels on its connector—higher engagement than any other service to date, according to Zuckerberg.
Users also adopt Muse for personal productivity tasks, integrating it with email and calendars. The AI agent includes Muse Secure VM to protect user data. Meta plans to introduce Muse Confidential VM, which would prevent even Meta from accessing user content.
Meta's monetization strategy centers on taking a percentage of commerce conducted on the platform while keeping the core service free. Power users seeking access to advanced models or additional tokens will pay. Zuckerberg projected that Muse will eventually generate higher revenue per user than Meta's established apps—Facebook, Instagram, WhatsApp, and Messenger—which currently yield several hundred dollars annually per user.
The app is currently compute-intensive. Zuckerberg forecast more than a 10x improvement in cost efficiency over the next year, enabling profitability once revenue scales. Meta is building compute capacity to support over one billion Muse users in coming years.
Muse will integrate into Meta's smart glasses strategy through its Reality Labs division. Reality Labs, which includes smart glasses, virtual reality, and metaverse efforts, has incurred substantial losses. Zuckerberg projected those losses would decrease from $19.1 billion in 2025 to $15 billion this year, with Muse supporting the division's path toward reduced deficits.
