Meta's Muse AI app passes 10 million users, and many use it to shop

Meta says its AI app Muse now has more than 10 million users. The company shared the number on its third-quarter earnings call on Wednesday. Shopping is one of the top things people do with it, and some of those purchases are large.

What Meta reported

CEO Mark Zuckerberg said about 25% of people who set up Muse now use it every day. He also said over a quarter of engaged users who shop through the AI agent had an average purchase of more than $200. An agent is an AI that takes actions for you, not just answers questions. The 10 million figure confirms estimates Sensor Tower published earlier this week.

How the shopping works

Muse uses a connector from Plaid, a company that links payment apps to customers' bank accounts. Zuckerberg said Plaid told Meta it had not seen activity like this on any other service. Beyond shopping, he said people also use Muse for personal tasks, such as connecting it to their email or calendar.

Privacy and security

Zuckerberg said this shows people trust Muse's security setup. That includes a feature called Muse Secure VM, built to protect data and privacy. A future version, Muse Confidential VM, is meant to stop even Meta from seeing users' content. It has not launched yet.

How Meta plans to make money

• Muse stays free for most users.
• Meta keeps a percentage of the shopping that happens through it.
• Power users pay for the most advanced AI models or for more tokens, a way of measuring how much the AI can do.

Zuckerberg said Muse could eventually earn more per user than Meta's Facebook, Instagram, WhatsApp and Messenger users do today. He put that figure at "several hundreds of dollars annually." He also said Muse costs a lot to run now, but Meta expects to improve its cost efficiency by more than 10 times in the next year.

What happens next

Meta is building capacity to serve more than a billion people over the next few years. Muse will also play a central role in its smart glasses plans. Zuckerberg teased a "Muse network," where your Muse could work with your friends' and family's Muses. Shopping could mean your AI talking to a business's AI instead of visiting its website. The report does not say how many people shop with Muse or how much they spend in total.