Meta Says Muse AI App Tops 10M Users, Shopping Drives $200 Average Orders

Meta said on its third-quarter earnings call Wednesday that its AI app Muse has surpassed 10 million users, confirming earlier Sensor Tower estimates. CEO Mark Zuckerberg said about 25% of users who set up Muse now use it daily, aiding retention. More than a quarter of engaged users shopping through the AI agent recorded average purchase sizes above $200. Muse enables agentic shopping via Plaid's connector, and Zuckerberg said Plaid reported activity unlike any seen on its other services. Other popular uses include connecting the agent to email and calendars, which he said signals trust in Muse's security setup. With product-market fit established, Meta will focus on scaling the agent, generating revenue and cutting compute costs. Zuckerberg said Meta expects Muse to eventually generate more revenue per user than its family of apps, currently around several hundred dollars annually. Monetization will keep Muse free for most users while taking a percentage of commerce, with paid tiers for advanced models and tokens. He said Meta expects to improve Muse's cost efficiency by more than 10x next year, enabling profitability at scale, and is building capacity to serve over a billion people in the coming years. Muse will also anchor Meta's smart glasses strategy; Reality Labs losses are expected to narrow to $15 billion this year from $19.1 billion in 2025. Zuckerberg also teased a "Muse network" letting users' agents interact with friends', families' and businesses' agents.