Meta says Muse has over 10M users, with shopping a top activity

Meta revealed during its third-quarter earnings call on Wednesday that its AI app Muse has amassed over 10 million users, exceeding earlier estimates from market intelligence firm Sensor Tower. CEO Mark Zuckerberg noted that 25% of users activate Muse daily, which aids in user retention. Zuckerberg also shared that 25% of engaged users who shop via Muse have been making purchases averaging over $200, a surprising figure even to industry insiders.

Muse utilizes Plaid's connector to facilitate agentic shopping, enabling users to link their payment apps to bank accounts. Beyond shopping, popular uses for Muse include personal productivity tasks, such as integrating the AI agent with users' email or calendars. Zuckerberg emphasized that users trust Muse's security setup, including the "Muse Secure VM" feature designed to safeguard data and privacy.

The company is also preparing a more secure "Muse Confidential VM" to prevent Meta from viewing users' content. Meta aims to shift its focus to scaling Muse, increasing revenue, and optimizing compute costs once it achieves "product-market fit." The company anticipates Muse will generate more revenue per user than Facebook, Instagram, WhatsApp, and Messenger users currently do, with annual revenue per user potentially reaching "several hundreds of dollars."

Meta plans to monetize Muse by keeping it free for most users, while charging a percentage of commerce on the platform. Power users who want advanced AI models or more tokens will have to pay. Meta believes Muse will become profitable after scaling, projecting capacity to serve over a billion people in the next few years, with compute costs expected to improve by more than 10x in the next year.

Muse will also be crucial for Meta's smart glasses strategy, enabling "Muse networks" where Muses can collaborate with friends' and family's Muses. Zuckerberg teased plans for a broader "Muse network" where users can interact with their Muses, and engage in commerce seamlessly.