Meta Inc. said in its third-quarter earnings call Wednesday that its AI app Muse has been adopted by more than 10 million users, confirming estimates released earlier this week by market intelligence firm Sensor Tower.
But what caught CEO Mark Zuckerberg’s attention is how people are using it and how much they’re spending on it. Zuckerberg said that about 25% of people who set up Muse now use it every day, contributing to increased retention.
He also shared that more than a quarter of Muse’s engaged users shopping via AI agents had an average purchase price of more than $200, which was surprising even to industry insiders.
“Plaid told us that they have not seen any similar activity using their connectors with other services,” Zuckerberg said, referring to financial technology companies that connect payment apps to customers’ bank accounts. Muse enables agent shopping using Plaid’s connectors.
Zuckerberg said other common uses for Muse include personal productivity tasks, such as connecting an AI agent to a user’s email or calendar. The executive emphasized that this shows users trust Muse’s security settings, including a feature called “Muse Secure VM” designed to protect data and privacy. He also said that the upcoming Muse Confidential VM will no longer be able to see users’ content, even in meta.
With Muse achieving “product-market fit,” Meta’s focus will shift to scaling its AI agents, increasing revenue and optimizing compute costs, Zuckerberg said. Notably, the tech company predicts that Muse will eventually generate more revenue per user than its current “family of apps” users (meaning users of Facebook, Instagram, WhatsApp, and Messenger). Currently, that amount is in the range of “a few hundred dollars a year,” Zuckerberg said.
Meta said it ultimately intends to monetize Muse by making it free for most users while retaining some of the commerce that takes place on the platform. Power users who want access to cutting-edge AI models and more tokens will also have to pay.
Zuckerberg also said Meta believes Muse could benefit from scaling.
“On the computing side, we’re building the capacity to serve more than a billion people over the next few years,” he told bankers and analysts on a third-quarter earnings call. “In the short term, Muse is very computationally intensive to run, but we expect it to be more than 10x more cost-effective over the next year, and will be profitable as revenues grow.”
Muse will also play a central role in Meta’s smart glasses strategy. Reality Labs, the division responsible for smart glasses, VR, and the Metaverse, is still losing billions of dollars. However, the sector’s losses are expected to improve from $19.1 billion in 2025 to $15 billion this year.
Beyond expanding and supporting its hardware strategy, Zuckerberg teased the company’s plans for what he calls the “Muse Network.” He described this as taking Muse from a “single-player game” to a game where “your Muses can collaborate with friends and family (Muses).”
“And if you want to buy something, you don’t just go to that company’s website, you have to have a conversation with that company’s agent,” he added.
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