Meta's AI App Muse Surpasses 10 Million Users with Strong Shopping Engagement

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Meta announced that its AI assistant Muse has over 10 million users, with a quarter using it daily. Shopping is a leading activity, with users averaging purchases above $200. Meta plans to scale the app, increase revenue, and integrate Muse into smart glasses.

Meta revealed during its Q3 earnings call that its AI application Muse has been adopted by more than 10 million users. This figure aligns with recent estimates from market intelligence firm Sensor Tower, confirming Muse’s rapid user growth since launch.

CEO Mark Zuckerberg highlighted that approximately 25% of users who install Muse engage with the app daily, reflecting strong retention rates. Among these engaged users, shopping via Muse has emerged as a key use case. Notably, over a quarter of shoppers on Muse make purchases averaging over $200, a volume and spend level that surprised industry insiders.

Muse facilitates shopping through a partnership with financial technology company Plaid, which provides a connector enabling seamless payment integrations with users’ bank accounts. Zuckerberg noted that Plaid had not previously observed such high activity levels in any other service utilizing their technology.

Beyond commerce, Muse is increasingly used for personal productivity tasks. Users have linked the AI agent with email and calendar systems, indicating a level of trust in Muse’s comprehensive security framework. Key privacy features include the current “Muse Secure VM,” designed to safeguard user data, and an upcoming “Muse Confidential VM” that will prevent even Meta from accessing content, reinforcing user confidentiality.

With Muse having achieved product-market fit, Meta is now focused on scaling the AI assistant to serve a broader audience, improving revenue streams, and optimizing computing costs. Zuckerberg projected that Muse’s revenue per user will ultimately surpass that generated by existing Meta apps such as Facebook, Instagram, WhatsApp, and Messenger, which currently yield several hundred dollars annually per user.

Monetization plans involve maintaining free access for most users while taking a commission from commerce transactions facilitated by Muse. Premium users looking for advanced AI models or higher usage limits will have paid options. Despite currently high computational demands, Meta expects to enhance cost efficiency by over tenfold within the next year, positioning Muse for profitability once scaled.

Muse also forms a cornerstone of Meta’s smart glasses initiative within its Reality Labs division, which focuses on augmented reality, virtual reality, and metaverse technologies. Although Reality Labs is operating at a loss, its financial deficit is projected to decline from $19.1 billion in 2025 to $15 billion this year.

Looking ahead, Zuckerberg introduced the concept of the “Muse network,” envisioning collaborative AI interactions where individual users’ Muses can work together with those of friends and family. This networked approach aims to transform user experiences beyond individual interactions, including enabling conversational engagement with business agents for purchasing and other activities, rather than relying solely on traditional websites.

Overall, Meta’s Muse AI assistant demonstrates significant user traction, diverse applications, and ambitious future integration plans, reflecting the company’s strategic investment in AI-driven personal assistants and commerce.