Meta’s Muse Tops 10 Million Users as AI Shopping Expands
Meta says its Muse AI app has been adopted by more than 10 million users, with agentic shopping emerging as a significant activity. During the company’s third-quarter earnings call, CEO Mark Zuckerberg said that more than a quarter of Muse’s engaged users who shopped through the agent recorded an average purchase size above $200.
Zuckerberg also said that about 25% of people who set up Muse now use it daily. The figures confirm an estimate published by market-intelligence firm Sensor Tower earlier in the week and give Meta a retention measure alongside its user-growth milestone.
Commerce and connected services drive usage
Muse uses Plaid’s connector to support agentic shopping. Zuckerberg said Plaid had not seen activity comparable to that generated by its connector on another service. The financial technology company connects payment applications to customers’ bank accounts.
The app is also being used for personal productivity, including by connecting the AI agent to email and calendar services. Meta’s early distribution picture was visible when Muse’s US App Store download surge put Muse second in the US App Store after 83,000 downloads, while the latest earnings-call comments add evidence about continued use and transaction activity.
Zuckerberg linked those connected use cases to trust in Muse’s security design. Meta has introduced Muse Secure VM, which it says is intended to protect user data and privacy. A forthcoming Muse Confidential VM is designed to prevent Meta itself from seeing users’ content.
Meta targets scale, revenue and lower compute costs
Meta now considers Muse to have achieved product-market fit and is shifting its attention to scale, revenue generation and compute efficiency. The company intends to keep the service free for most users, take a percentage of commerce completed on the platform and charge power users for access to the most advanced AI models or additional tokens.
Zuckerberg said Meta expects Muse ultimately to generate more revenue per user than users of its family of apps, which includes Facebook, Instagram, WhatsApp and Messenger. He described current annual revenue per family-of-apps user as several hundred dollars.
Compute remains a near-term constraint. Meta is building capacity intended to serve more than one billion people over the next few years, while Zuckerberg said Muse is currently compute-intensive. The company expects to improve cost efficiency by more than tenfold over the next year and believes Muse can become profitable once its revenue lines are operating at scale.
Business implication
For businesses evaluating AI agents, Muse illustrates that adoption alone is not the key measure: daily retention, commerce value, integrations with sensitive services and credible privacy controls will all shape whether an agent can support a sustainable model.