Meta disclosed during its third-quarter earnings call Wednesday that its AI application Muse has attracted more than 10 million users, with shopping emerging as a dominant use case that's driving unexpectedly large transaction volumes. CEO Mark Zuckerberg said the adoption patterns and spending behavior have captured his attention, particularly as the company prepares to scale the platform. The figures validate earlier projections from market intelligence firm Sensor Tower released this week.
Roughly 25% of individuals who create a Muse account now engage with the app on a daily basis, boosting user retention rates, Zuckerberg reported. More than a quarter of active users who shop through the AI agent are making purchases that average above $200 each, a figure that surprised industry observers. Plaid, the financial technology firm providing payment connections between the app and users' bank accounts, told Meta the transaction activity on its connector exceeds anything the company has witnessed on other platforms. Beyond commerce, users are connecting Muse to email and calendar systems for personal productivity tasks, indicating they trust the app's data protection features, which include "Muse Secure VM" technology designed to safeguard privacy, with a forthcoming "Muse Confidential VM" that will block even Meta from accessing user content.
Zuckerberg stated that Muse has now reached "product-market fit," shifting the company's priorities toward scaling operations, growing revenue, and reducing computational expenses. Meta projects Muse will ultimately generate more revenue per user than its "family of apps" — Facebook, Instagram, WhatsApp, and Messenger — which currently bring in "several hundreds of dollars annually" per person, according to the CEO. The company plans to keep Muse free for most users while taking a percentage of commerce transactions, with power users paying for access to premium AI models or additional tokens.
Meta expects significant improvements in cost efficiency that will make Muse profitable once revenue reaches scale. Zuckerberg told analysts the company is expanding infrastructure to serve more than a billion people over the next few years, acknowledging the platform currently requires heavy computational resources to operate. The company forecasts it will improve Muse's cost efficiency by more than tenfold within the next year, enabling profitability as revenue grows. The AI agent will also support Meta's smart glasses strategy, potentially helping offset losses in its Reality Labs division, which is expected to see losses decline from $19.1 billion in 2025 to $15 billion this year. Zuckerberg teased plans for a "Muse network" that would transform the experience from a "single-player game" into one where users' AI agents collaborate with those of friends and family, and where purchasing involves communicating with businesses' agents rather than simply visiting websites. The aggressive revenue projection suggests Meta sees AI-powered commerce as a potentially transformative business line, though achieving billion-user scale while managing compute costs will test whether the company can execute on infrastructure and monetization simultaneously.