Meta says AI app Muse tops 10 million users as shopping takes hold
Meta said its AI app Muse has more than 10 million users, with about 25% using it daily and some shoppers making average purchases above $200. CEO Mark Zuckerberg said Meta will now focus on scaling and monetizing the agent.
Zuckerberg said about 25% of people who set up Muse now use it daily, helping retention. More than a quarter of Muse’s engaged users who were shopping through the AI agent had an average purchase size above $200, he said, a figure that surprised even industry insiders. Muse uses a connector from financial technology company Plaid to enable agentic shopping. “Plaid told us that they hadn’t seen activity like they’re seeing with their connector on any other service before,” Zuckerberg said.
Other popular uses include personal productivity tasks, such as connecting the agent to users’ email or calendars, Zuckerberg said. He said that indicates users trust Muse’s security setup, including a feature called “Muse Secure VM” designed to protect data and privacy, and that the forthcoming “Muse Confidential VM” will prevent even Meta from seeing users’ content.
With Muse at product-market fit, Zuckerberg said Meta’s focus will shift to scaling the AI agent, increasing revenue and optimizing compute costs. Meta is forecasting that Muse will eventually bring in more revenue per user than its family of apps do today—Facebook, Instagram, WhatsApp and Messenger—a figure he put at around several hundreds of dollars annually. Meta has said it intends to keep Muse free for most users while taking a percentage of commerce on the platform; power users who want the most advanced models or more tokens will also have to pay.
Zuckerberg said Meta believes Muse will be profitable after it scales. “On the compute side, we are building out the capacity to serve more than a billion people over the next few years,” he told bankers and analysts. “In the near term, Muse is very compute-intensive to run, but we expect to improve its cost efficiency by more than 10x in the next year, which will enable it to be profitable once the revenue lines are at scale.”
Muse will also play a central role in Meta’s smart glasses strategy. Reality Labs, the division responsible for smart glasses, VR and the metaverse, is still losing billions, the company has said.