Meta reported on its third-quarter earnings call Wednesday that its AI app Muse has surpassed 10 million users, matching an estimate that market intelligence firm Sensor Tower circulated earlier in the week. The disclosure puts a firm figure on adoption of the assistant, which Meta has positioned around shopping and personal tasks. The company did not break out the user number by region.
CEO Mark Zuckerberg told analysts and bankers on the call that roughly 25% of people who set up Muse use it daily, a retention figure he highlighted. He also said that among engaged Muse users who shopped through the agent, more than a quarter had an average purchase size above $200 - a level of activity he described as surprising even to industry insiders. Muse handles those purchases through a connector from Plaid, the financial technology company that links payment apps to customers' bank accounts. Zuckerberg said Plaid had not seen activity like what its connector is seeing on Muse on any other service.
Shopping is not the only draw. Zuckerberg said personal productivity is another popular use, with users connecting the agent to their email or calendars. He cast that behavior as evidence users trust the security setup around Muse, including a feature called Muse Secure VM that is designed to protect their data and privacy, and he mentioned a forthcoming Muse Confidential VM intended to keep even Meta from viewing user content.
With product-market fit in hand, Zuckerberg said Meta's focus now shifts to scaling the agent, growing revenue and optimizing compute costs. He forecast that Muse will eventually generate more revenue per user than Meta's family of apps does today - a figure he put at around several hundreds of dollars annually across Facebook, Instagram, WhatsApp and Messenger. Meta plans to keep Muse free for most users while taking a percentage of commerce conducted on the platform, and to charge power users who want the most advanced models or more tokens.
On costs, Zuckerberg said Meta is building capacity to serve more than a billion people over the next few years. He said Muse is very compute-intensive in the near term but that Meta expects to improve its cost efficiency by more than 10x in the next year, which he said would let it be profitable once revenue lines are at scale. He also said Meta believes Muse will be profitable after it scales.
Muse is also central to Meta's smart glasses strategy. Reality Labs, the division behind smart glasses, VR and the metaverse, is still losing billions, though its losses are expected to improve from $19.1 billion in 2025 to $15 billion this year. Zuckerberg additionally teased a plan he called the Muse network, describing it as moving Muse from a single-player experience to one where users' Muses can work with those of friends and family - and where buying something means talking to a business's agent rather than navigating to its website.
More AI news from TechManNews.
