The key facts
- Muse has surpassed 10 million users, with about 25% using the app daily
- Average purchase through the AI agent exceeds $200; Meta plans to take a percentage of commerce
- Meta projects higher revenue per user than the 'family of apps' and more than a 10x improvement in computing efficiency within a year
10 million users and high engagement
During its third-quarter earnings call, Meta announced that its AI app Muse has been adopted by more than 10 million users, confirming estimates published earlier in the week by Sensor Tower. According to Mark Zuckerberg, about 25% of users who set up Muse use it daily, which improves audience retention.
Shopping through the AI agent
Zuckerberg noted that more than a quarter of Muse's engaged users who make purchases through the AI agent have an average purchase size of over $200 — a figure that surprised even industry observers. Muse uses a connector from fintech company Plaid for agentic purchases. 'Plaid told us they had not seen that kind of activity on their connector on any other service,' TechCrunch quotes Zuckerberg as saying. Beyond shopping, popular use cases include personal productivity — connecting the agent to email and calendars. In Zuckerberg's view, this indicates trust in Muse's security system, which includes the Muse Secure VM feature; the announced Muse Confidential VM is meant to hide users' content even from Meta itself.
Monetization and scaling plans
Having stated that Muse has achieved 'product-market fit,' Zuckerberg said Meta's focus will shift to scaling the agent, growing revenue, and optimizing computing costs. The company projects that Muse will eventually generate more revenue per user than the 'family of apps' (Facebook, Instagram, WhatsApp, Messenger), where this figure currently stands at roughly 'several hundred dollars a year.' Monetization involves free access for most users while retaining a percentage of commerce on the platform, with advanced models and additional tokens being paid. 'In the near term, Muse is very compute-intensive, but we expect to improve its cost efficiency by more than 10x next year, which will allow it to become profitable once revenue reaches scale,' Zuckerberg said, adding that Meta is building capacity to serve more than a billion people in the coming years.
Role in the smart glasses strategy
Muse will also take center stage in Meta's smart glasses strategy. The Reality Labs division, responsible for smart glasses, VR, and the metaverse, continues to lose billions, though according to the company, losses are expected at $15 billion this year versus $19.1 billion in 2025.
