Meta announced during its Q3 earnings call that its AI-powered app Muse has surpassed 10 million users, confirming earlier market estimates. CEO Mark Zuckerberg highlighted that around 25% of those who set up Muse are now daily active users, reflecting strong retention. Shopping has emerged as one of the top activities within the app, with more than 25% of engaged users making purchases averaging over $200 per transaction, a figure that has impressed industry observers and partners like the fintech company Plaid, which supports Muse’s payment connectivity.

Beyond shopping, Muse is also used by many for personal productivity, including managing emails and calendars, indicating user trust in the app’s security features. Meta has engineered Muse with privacy in mind, incorporating a “Muse Secure VM” to safeguard user data and is preparing to launch “Muse Confidential VM,” which will prevent even Meta employees from accessing user content. This attention to security appears to help Muse build confidence among users who are integrating the AI agent into sensitive tasks.

Looking ahead, Meta plans to focus on scaling Muse, improving its revenue generation, and making its compute costs more efficient. Zuckerberg expects Muse to eventually deliver higher revenue per user than any of Meta’s current apps like Facebook or Instagram, estimating potential earnings of several hundreds of dollars annually per user. The company intends to monetize Muse primarily by taking a cut of commerce transactions while offering premium access for advanced AI capabilities to power users. Zuckerberg also shared ambitions to enhance cost efficiency of running Muse by over tenfold within a year to reach profitability as revenues grow.

Muse will play a strategic role in Meta’s broader hardware efforts, especially in smart glasses developed by Reality Labs, which is currently working to reduce its significant operating losses. Zuckerberg also teased future plans for a “Muse network” that connects AI agents across users’ social circles, enabling collaborative interaction and commerce directly through AI representatives. This vision positions Muse as more than a personal assistant, evolving towards a shared, social AI ecosystem integrated with extensive e-commerce functionalities.