Key facts
- Muse has surpassed 10 million users.
- About 25% of Muse users engage with the app daily.
- Engaged users shopping via Muse averaged over $200 per purchase.
- Muse uses Plaid's connector for agentic shopping.
- Muse features 'Muse Secure VM' and will introduce 'Muse Confidential VM'.
- Meta forecasts Muse will eventually generate more revenue per user than its family of apps.
Meta's artificial intelligence application, Muse, has surpassed 10 million users, with a significant portion engaging daily and utilizing its shopping capabilities, according to comments made by CEO Mark Zuckerberg during the company's third-quarter earnings call. Zuckerberg highlighted that over a quarter of engaged users who shopped through Muse averaged purchases exceeding $200, a level of activity that surprised industry observers. The AI agent also supports personal productivity tasks, with Meta emphasizing its security features, including 'Muse Secure VM' and the upcoming 'Muse Confidential VM,' to protect user data. Meta plans to scale Muse, aiming to increase revenue and optimize compute costs, with projections that it will eventually generate more revenue per user than its existing family of apps. The company anticipates Muse will become profitable after scaling, with significant improvements expected in cost efficiency over the next year. Muse is also slated to play a key role in Meta's smart glasses strategy, as the Reality Labs division works to reduce its losses.