Meta reports Muse surpasses 10 million users, with shopping leading activity

Meta announced during its Q3 earnings call that its AI assistant Muse now has more than 10 million users.

The figure matches recent estimates from market‑intelligence firm Sensor Tower.

User Growth and Engagement

CEO Mark Zuckerberg highlighted that roughly one‑quarter of new users become daily active, a metric that improves overall retention.

He also noted that a similar proportion of engaged users are using Muse for shopping through the AI agent.

Those shoppers are averaging purchases of over $200 each, a level that surprised industry observers.

“Plaid told us that they hadn't seen activity like they're seeing with their connector on any other service before,” Zuckerberg said, referring to the fintech company that links bank accounts to payment apps.

Commerce and Revenue Model

Muse relies on Plaid’s connector to enable what Meta calls “agentic shopping,” where the AI completes transactions on behalf of the user.

Beyond commerce, the CEO said users frequently employ Muse for personal productivity tasks such as linking to email or calendar data.

He argued that this usage pattern demonstrates trust in Muse’s security architecture, which includes a feature named “Muse Secure VM.”

A forthcoming “Muse Confidential VM” is intended to prevent even Meta from accessing user‑generated content.

Meta plans to keep the core Muse experience free while taking a percentage of commerce that occurs on the platform.

Power users who demand the most advanced models or higher token limits will be required to pay a subscription fee.

Scaling Plans and Future Outlook

“On the compute side, we are building out the capacity to serve more than a billion people over the next few years,” Zuckerberg told 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.”

The CEO linked Muse’s growth to Meta’s broader hardware ambitions, noting that the assistant will play a central role in the company’s smart‑glasses strategy.

Reality Labs, the division responsible for smart glasses, VR, and the metaverse, continues to lose billions, though losses are projected to shrink from $19.1 billion in 2025 to $15 billion this year.

Zuckerberg also teased a “Muse network” that would allow multiple personal agents to collaborate with friends and family members.

He described the future vision as moving from a “single‑player game” to a scenario where “your Muses can work with your friends’ and your families’ Muses.”

In that networked model, purchasing would involve conversing directly with a merchant’s AI agent rather than merely navigating to a website.

The announced improvements in compute efficiency are intended to reduce the per‑user cost of running Muse, a critical factor for profitability at scale.

Analysts on the call asked how Meta plans to balance the free tier with the paid premium features, a question the company did not answer in detail.

Observers note that the $200 average basket size indicates a high‑value user segment that could sustain the revenue share model.

However, the reliance on third‑party financial connectors like Plaid introduces regulatory and partnership risks that Meta will need to manage.

Overall, the earnings call positioned Muse as a potential new pillar in Meta’s ecosystem, complementing its social apps while opening a direct commerce channel.

Why This Matters: Muse’s rapid adoption and high‑value shopping activity give Meta a tangible revenue stream that could offset losses in its hardware divisions.