Meta's personal AI agent, Muse, has crossed 10 million users in the US and Canada since its September launch, CEO Mark Zuckerberg announced Wednesday during the company's third-quarter earnings call. The milestone confirms earlier estimates from market intelligence firm Sensor Tower and marks a significant early win for Meta's massive AI investment.
Zuckerberg said Muse's growth "continues to be strong" and that the app has achieved clear product-market fit. More than a quarter of Muse users are making purchases through the agent, with an average transaction size exceeding $200, a figure that surprised even industry insiders. Meta's stock rose 5% in after-hours trading following the earnings report.
Muse Shopping and Productivity Drive Adoption
Shopping has emerged as the most common use case for Muse, according to Zuckerberg. The agent uses financial technology company Plaid's connector to enable agentic shopping, and Zuckerberg noted that Plaid told Meta it hadn't seen activity like this on any other service. Beyond commerce, CFO Susan Li said users frequently rely on Muse for personal productivity, connecting their email and calendars to the agent.
The data also shows strong retention: about 25% of people who set up Muse now use it daily. Zuckerberg stressed that this indicates users trust Muse's security setup, which includes a "Muse Secure VM" feature designed to protect data and privacy.
Monetization Plans and Smart Glasses Integration
Meta is already working on monetizing Muse, with Zuckerberg saying the company expects the agent to eventually generate more revenue per user than Facebook, Instagram, WhatsApp, and Messenger combined. The average revenue per US user for Meta's family of apps is currently several hundred dollars annually, and Zuckerberg predicted Muse will reach an even higher level due to the volume of commerce already happening on the platform.
