Meta said during its third-quarter earnings conference 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 it’s how people use it and how much they spend that has caught CEO Mark Zuckerberg’s attention. Zuckerberg said that about 25% of the people who created Muse now use it daily, which helps improve retention.
He also shared that more than a quarter of engaged Muse users who shopped through the AI agent had an average purchase amount above $200, which surprised even industry insiders.
“Plaid told us they’ve never seen activity like they’re seeing with their connector on any other service before,” Zuckerberg said, referring to the fintech company that connects payment apps to customers’ bank accounts. Muse uses the Plaid connector to enable agent purchases.
Beyond shopping, Zuckerberg said other popular uses for Muse include personal productivity tasks, such as connecting the AI agent to users’ emails or calendars. The executive pointed out that this indicates that users trust Muse’s security setup, which includes a feature called “Muse Secure VM” designed to protect their data and privacy. He also mentioned that the upcoming “Muse Confidential VM” will even block Meta from seeing user content.
Now that Muse has achieved “product-market fit,” Zuckerberg said Meta will now focus on scaling the AI agent, increasing revenue and optimizing its compute costs. Remarkably, the tech company predicts that Muse will eventually generate more revenue per user than its “family of apps” users today, meaning its users on Facebook, Instagram, WhatsApp and Messenger. Currently, that number is around “several hundred dollars a year,” Zuckerberg said.
Meta said it intended to monetize Muse by keeping it free for most users, while retaining a percentage of the commerce conducted on the platform. Power users who want access to the most advanced AI models or more tokens will also have to pay.
Zuckerberg also noted that Meta believes Muse will be profitable after it scales.
“On the IT side, we are building the capacity to serve more than a billion people over the next several years,” he told bankers and analysts on the company’s third-quarter earnings conference call. “In the short term, Muse is computationally intensive, but we expect to improve its profitability by more than 10x over the next year, allowing it to be profitable once the revenue lines are at scale.”
Muse will also play a central role in Meta’s smart glasses strategy. Reality Labs, the division responsible for smart glasses, virtual reality and the metaverse, is still losing billions. However, the division’s losses are expected to improve from $19.1 billion in 2025 to $15 billion this year.
Beyond scaling and supporting its hardware strategy, Zuckerberg revealed the company’s plans for something he called the “Muse Network.” He described this as moving Muse from a “single-player game” to one in which “your Muses can work with those of your friends and family (Muses)”.
“And if you want to buy something, you don’t just browse that company’s website; you have to talk to your agent,” he added.
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