Meta announced on its third-quarter earnings call that its AI application Muse has been adopted by more than 10 million users, confirming an earlier estimate from market intelligence firm Sensor Tower. Beyond the headcount, company leadership is focused on how people interact with Muse and how much they spend through it.
Usage patterns and revenue signals
CEO Mark Zuckerberg said about 25% of people who set up Muse now use it daily, which has improved retention. He highlighted a striking commerce-related figure: more than a quarter of Muse’s engaged users who were shopping via the AI agent had an average purchase size above $200 — a result Zuckerberg described as surprising even to industry participants.
Zuckerberg cited feedback from Plaid, the fintech company that provides bank account connectors, saying Plaid had not seen activity like this from any other service. Muse uses Plaid’s connector to support agentic shopping experiences.
Other common uses and privacy features
Outside of shopping, Muse is frequently used for personal productivity tasks, such as linking the agent to users’ email accounts and calendars. Zuckerberg said this demonstrates user trust in Muse’s security measures. Currently Muse employs a feature called “Muse Secure VM” to protect data and privacy, and Meta plans a forthcoming “Muse Confidential VM” that the company says will prevent even Meta from viewing users’ content.
Scaling, cost efficiency and monetization plans
According to Zuckerberg, Muse has reached product-market fit, and Meta will now prioritize scaling the AI agent, growing revenue, and optimizing compute costs. Meta forecasts that Muse could eventually generate more revenue per user than the company’s current "family of apps" (Facebook, Instagram, WhatsApp, Messenger) — which today yields around “several hundreds of dollars annually” per user, he said.
Meta intends to keep Muse free for most users while monetizing a share of the commerce taking place on the platform. Power users who want access to the most advanced AI models or larger token capacities will be charged.
Zuckerberg also said Meta expects Muse to become profitable after it scales. On compute capacity he told analysts and bankers: “On the compute side, we are building out the capacity to serve more than a billion people over the next few years. 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.”
Role in hardware strategy and the "Muse network"
Muse will play a central role in Meta’s smart glasses strategy. Reality Labs — the division responsible for smart glasses, VR and the metaverse — continues to post multibillion-dollar losses, though Meta expects those losses to shrink from $19.1 billion in 2025 to $15 billion this year.
Zuckerberg also teased plans for a “Muse network,” describing a move from a "single-player game" to an environment where users’ Muses can collaborate with friends’ and family members’ Muses. He added that, when buying something, interaction may shift from visiting a business’s website to talking directly with that business’s agent.
Conclusion
Muse’s rapid adoption — over 10 million users and substantial daily engagement — combined with surprisingly large average purchase sizes among active shoppers, have made the app a strategic priority for Meta. The company is now focused on scaling, reducing compute costs, and integrating Muse into broader hardware and social collaboration plans while exploring commerce-based monetization.
