Meta's AI app Muse surpasses 10M users as shopping drives engagement
Meta disclosed on its third-quarter earnings call on Oct. 21, 2026 that its AI app Muse has surpassed 10 million users, confirming a Sensor Tower estimate published earlier in the week. CEO Mark Zuckerberg said about 25% of people who set up Muse now use it daily, helping improve retention.
Zuckerberg also said more than a quarter of Muse's engaged users shopping through the AI agent had an average purchase size above $200. Fintech company Plaid reportedly told Meta it had not seen activity like the one on its connector on any other service. Beyond shopping, personal productivity tasks—such as connecting the agent to email or calendars—are also popular. Zuckerberg said this indicates users trust Muse's security setup, which includes the 'Muse Secure VM' feature; the upcoming 'Muse Confidential VM' is designed to prevent even Meta from seeing user content.
Zuckerberg said Muse has achieved product-market fit, and Meta will focus on scaling the AI agent, increasing revenue, and optimizing compute costs. The company forecasts Muse will eventually generate more revenue per user than its 'family of apps' (Facebook, Instagram, WhatsApp, Messenger), which currently amounts to several hundred dollars annually. Meta plans to keep Muse free for most users, take a percentage of platform commerce, and charge power users who want access to advanced AI models or more tokens. Zuckerberg said Muse should become profitable after scaling.
On compute, Meta is building capacity to serve more than a billion people over the next few years. Muse is compute-intensive in the near term, but Meta expects to improve cost efficiency by more than 10x in the next year. Muse will also play a central role in Meta's smart glasses strategy; Reality Labs losses are expected to narrow from $19.1 billion in 2025 to $15 billion in 2026. Zuckerberg also teased a 'Muse network' that would let users' Muses work with those of friends and family, and allow shopping by talking directly to a business's agent.
