Meta's Muse AI agent surpasses 10 million users, Zuckerberg says shopping is the main use case

Muse is officially Meta's new main character.

Meta's new personal AI agent app has drawn more than 10 million users in the US and Canada since its September launch, CEO Mark Zuckerberg said Wednesday.

During Meta's third-quarter earnings call, Zuckerberg said that Muse's growth "continues to be strong" and that the most common use case for the agent is shopping.

More than a quarter of Muse users are making purchases through the app, with an average purchase size of over $200, Zuckerberg said.

Beyond shopping, CFO Susan Li said on the call that Muse users most often use it for "personal productivity," connecting their email and calendars to the agent.

Meta's stock had surged after it released Muse. Its stock was up 5% after-hours on Wednesday.

The agent, which Meta says can help users handle tasks like sending an email or booking travel, quickly climbed to the top of Apple's App Store after its release, giving Zuckerberg an early win for his enormous AI spending.

Earlier on Wednesday, a New Mexico judge ordered Meta to pay $25 billion for misleading users about how it handled their data and for failing to prevent misinformation on Facebook.

Make room for Muse

Move over, Facebook. Zuckerberg seems to have a new favorite product.

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In Zuckerberg's opening remarks, he mentioned Muse nearly 50 times. Facebook, Instagram, and WhatsApp were only mentioned once.

"Muse went from an idea on a whiteboard to a successful product in just about eight months, and we're about to ship Muse Charm, which will have gone from concept to a hardware device in people's pockets in less than a year," Zuckerberg said on the call.

Meta is eager to turn Muse into a money-making machine, too.

"I think that we are going to work on monetization somewhat sooner on this than our normal playbook for a couple of reasons," Zuckerberg said. "One is just the size of the numbers that we are talking about in terms of both the costs and the opportunity… make it important to make progress on that in order to be able to scale it."

The other reason, he said, is "such a large part of what people are doing is commerce."

Li added that Meta sees multiple paths to monetization, beginning with paid subscriptions. "We also see a significant opportunity to extend Muse to small businesses," she said.

Zuckerberg said Muse should remain free for most users, with Meta planning to make money from it through commerce tools that take a fee from transactions it helps facilitate.

He also said Muse is set to arrive on Meta's smart glasses next month, calling Muse "central to the business model for the glasses."

"We expect Muse and having your personal superintelligence with you throughout the day will be the most important part of the experience," he said.

Meanwhile, Forrester principal analyst Kate Winick said Wednesday that the biggest X-factor in Meta's AI ambitions is consumer trust.

"The more information Muse has, the more effective it can be, and overall trust in Meta remains low," Winick said.

She added, "But Meta has cultivated a reputation that negates trust as a condition for engagement: consumers almost expect to have their data mismanaged in exchange for a high level of connectivity and utility, and have shown that they're willing to keep showing up as long as the product experience delivers."