On its third-quarter earnings call on Wednesday, Meta confirmed that the AI app Muse has surpassed 10 million users, in line with market intelligence firm Sensor Tower's earlier estimate of its US downloads. CEO Mark Zuckerberg said that about 25% of users use Muse every day, and more than a quarter of active users shop through AI agents, with average spending exceeding $200.
Payment connectivity provider Plaid said Muse connector activity has reached levels it had never seen before. Beyond shopping, users also connect Muse to their email and calendars to boost productivity. Meta said Muse Secure VM is used to protect data privacy, and the upcoming Muse Confidential VM will further prevent Meta from viewing user content.
Zuckerberg said Muse has achieved product-market fit, and the next phase will be to scale up AI agents, grow revenue, and reduce compute costs. Meta plans to make Muse free for most users and take a commission on transactions made through the platform; premium models and more tokens will be reserved for paying users. The company expects Muse's per-user revenue to eventually exceed the current per-user revenue of its 'family of apps' such as Facebook, Instagram, WhatsApp and Messenger, which is roughly several hundred dollars per year.
Meta is expanding its computing power with the goal of supporting more than 1 billion users in the coming years, and expects Muse's compute cost efficiency to improve by more than 10x next year, reaching profitability once revenue reaches a certain scale. Muse will also become a core pillar of the smart glasses strategy. Meta's Reality Labs is expected to post a loss of $15 billion in 2026, down from $19.1 billion in 2025. In addition, Meta plans to launch a "Muse network," allowing users' AI agents to collaborate with the agents of friends and family, and to communicate directly with merchants' agents, exploring new agent-driven shopping models.