Meta reports Muse AI app surpasses 10 million users, highlights shopping activity
Meta said its AI assistant Muse now has over 10 million users, with a quarter of engaged shoppers spending more than $200 per purchase, and outlined plans to scale the service and improve profitability.
Meta announced on its third-quarter earnings call that its AI assistant Muse has attracted more than 10 million users, confirming earlier estimates from market-intelligence firm Sensor Tower. The company said about 25% of users who set up Muse engage with it daily, a metric the firm said helps improve retention.
CEO Mark Zuckerberg noted that over a quarter of Muse’s active shoppers made average purchases exceeding $200, a level he described as unexpected for the industry. > "Plaid told us that they hadn’t seen activity like they’re seeing with their connector on any other service before," he said, referring to the fintech firm that links payment apps to bank accounts.
Beyond commerce, Zuckerberg said users also employ Muse for personal productivity, such as linking the assistant to email and calendar accounts. He highlighted security features, including a "Muse Secure VM" that protects data and a forthcoming "Muse Confidential VM" intended to limit Meta’s access to user content.
Having reached what Zuckerberg called “product-market fit,” Meta plans to focus on scaling Muse, increasing revenue, and reducing compute costs. The company forecasts that Muse could eventually generate more revenue per user than Meta’s existing family of apps, which currently averages several hundred dollars annually per user.
Meta intends to keep Muse free for most users while taking a share of commerce conducted through the platform. Power users who require advanced AI models or additional token usage will be charged. Zuckerberg added that the service is expected to become profitable after scaling, noting efforts to improve compute efficiency by more than tenfold within a year.
Muse is also slated to support Meta’s smart-glasses strategy under Reality Labs, a division that continues to record significant losses but is projected to reduce its deficit from $19.1 billion in 2025 to $15 billion this year. Zuckerberg hinted at a future “Muse network” that would allow users’ assistants to interact with those of friends and family, enabling conversational commerce rather than traditional website navigation.