Meta reports Muse has over 10 million users
Meta says its AI agent Muse has attracted more than 10 million users and is poised to out‑earn its existing apps.
22 Oct 2026 0 reads Compiled with AI
Meta launched its AI personal assistant Muse in early September, and the company reports that more than 10 million people have started using it. The agent is currently available only in the United States and Canada. Within weeks of its rollout, the adoption rate reached a level that Zuckerberg describes as clear product‑market fit. The launch has already shown strong engagement, with more than 10 million users across two countries. Meta’s early data suggests that the agent is central to its plan to monetize its AI investments.
User adoption and shopping habits
About a quarter of Muse users now interact with the agent daily, a metric that Zuckerberg highlighted during the earnings call. Shopping emerges as the most common use case, with 25 % of engaged users making purchases through the agent. Those purchases average over $200 each, a figure that surprised industry observers and the fintech partner Plaid. Plaid’s connector enables secure payment flows, and Muse’s security framework includes a feature called Muse Secure VM. Meta also announced an upcoming Muse Confidential VM that would prevent even the company from accessing users’ content.
Meta plans to keep Muse free for most users while monetising the commerce it facilitates. The company expects revenue from Muse to eventually surpass that of its family of apps, which currently average several hundred dollars per user annually. The monetisation model will include taking a percentage of transaction fees and charging businesses for services rendered by the agent. Zuckerberg said the compute cost of running Muse is high now, but the company is building out capacity to serve over a billion people. He projected that cost efficiency could improve by more than tenfold in the next year, paving the way for profitability.
Hardware and future network plans
Muse is set to appear on Meta’s smart glasses next month, allowing voice control of tasks and shopping. The glasses will likely require a separate subscription for some Muse features, hinting at a paywall for enhanced functionality. Integrating Muse with the hardware supports Meta’s broader strategy to generate revenue from its AI‑enabled devices. Reality Labs, which still reports significant losses, expects its net loss to shrink from $19.1 billion in 2025 to $15 billion this year as Muse scales.
Zuckerberg described a future “Muse network” where agents can collaborate across users’ devices. The company aims to scale Muse to serve billions of people and to improve its cost efficiency. By doing so, Meta hopes Muse will become a profitable pillar in its AI portfolio. He added that the network would enable users to navigate to a business’s site via the agent, simplifying the purchasing experience.