Meta has confirmed that its Muse AI assistant has surpassed 10 million users, with approximately 25% using the app daily and shopping emerging as its most popular activity. During the company’s third-quarter earnings call on October 21, 2026, CEO Mark Zuckerberg revealed that more than a quarter of engaged users were shopping through Muse, with an average purchase value exceeding $200.
The figures confirm earlier estimates from market intelligence firm Sensor Tower, which reported that Muse had reached more than 10 million US downloads within 40 days of its September launch. Zuckerberg said the app’s early engagement and retention rates had convinced Meta to focus on expanding its user base, increasing revenue, and reducing operating costs.
Muse Shopping Activity Exceeds Meta’s Expectations
Muse allows users to complete online purchases through AI agents that interact with shopping websites and payment services. The platform uses financial technology provider Plaid to connect users with financial accounts and facilitate transactions.
Zuckerberg said Plaid had reported unusually high activity through its Muse integration compared with other services using its technology. Meta also worked with payment processor Stripe to increase credit limits during Muse’s first week because transaction volumes exceeded expectations.
Beyond shopping, users frequently connect Muse to email, calendars, and other applications to manage personal productivity tasks. Approximately 25% of people who have activated Muse now use it daily, with Meta reporting improved retention among its earliest users.
Meta Plans Paid Features and Shopping Commissions
Meta intends to keep Muse free for most users while generating revenue through commissions on purchases completed using the AI assistant. Customers seeking access to more advanced AI models or higher usage limits will also have paid subscription options.
Zuckerberg said Meta expects Muse to eventually generate higher annual revenue per user than its existing social media applications, including Facebook, Instagram, WhatsApp, and Messenger. Those platforms currently generate several hundred dollars per user annually, according to his earnings remarks.
However, Muse remains expensive to operate because of its computing requirements. Meta expects to improve its cost efficiency by more than tenfold over the next year while building infrastructure capable of supporting over one billion users.
Meta Develops Privacy Features and Connected AI Agents
Muse currently operates through Muse Secure VM, a virtual computing environment designed to isolate user information and agent activities. Meta is also developing Muse Confidential VM, which the company says will prevent even Meta from accessing users’ conversations and personal content.
The AI assistant is expected to support Meta’s smart glasses products, developed by its Reality Labs division. The company forecasts that Reality Labs’ annual losses will decline from $19.1 billion in 2025 to approximately $15 billion in 2026.
Zuckerberg also introduced plans for a future “Muse network” that would allow users’ AI agents to communicate with agents belonging to friends, family members, and businesses. The system could allow one user’s Muse assistant to coordinate activities with another or contact a company’s AI agent directly to arrange purchases and services.
Featured image credits: Wikimedia Commons
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