Meta says Muse has over 10M users, with shopping a top activity

Meta said its AI app Muse has surpassed 10 million users, with about 25% of people who set it up using it daily. CEO Mark Zuckerberg highlighted agentic shopping as a major activity: more than one-quarter of engaged Muse users who shopped through the service recorded an average purchase size above $200. Muse uses Plaid’s connector to support shopping transactions, and Zuckerberg said Plaid had not seen comparable activity through its connector on another service. Muse also handles productivity tasks such as connecting to email and calendars. Meta says its Muse Secure VM protects user data and privacy, while a forthcoming Muse Confidential VM is intended to prevent Meta itself from viewing users’ content. Meta plans to keep Muse free for most users, take a percentage of commerce conducted through the platform, and charge power users for advanced models or additional tokens. Zuckerberg said Meta now considers Muse to have achieved product-market fit and is shifting toward scaling usage, revenue, and compute efficiency. Meta is building capacity to serve more than 1 billion people over the next several years and expects to improve Muse’s compute cost efficiency by more than tenfold within a year. Zuckerberg said Meta expects Muse to become profitable at scale and eventually generate more annual revenue per user than its Facebook, Instagram, WhatsApp, and Messenger businesses, which currently generate several hundred dollars annually per user.