Meta Earnings Reveal: AI App Muse Surpasses 10M Users, Shopping Orders Average Over $200
Meta confirmed in its Q3 earnings call that its AI app Muse has exceeded 10 million users and projects it will generate higher per-user revenue than traditional social apps.
US technology company Meta disclosed during its third-quarter earnings call on October 21, 2026, that its artificial intelligence application Muse has been adopted by more than 10 million users. This figure confirms estimates released earlier this week by market intelligence firm Sensor Tower.
Meta CEO Mark Zuckerberg stated that about 25% of people who set up Muse now use it daily, helping improve retention. He also shared that over a quarter of engaged users who were shopping via the AI agent had an average purchase size of over $200, a number surprising even to industry insiders. Zuckerberg noted that Plaid, the financial technology company connecting payment apps to bank accounts for Muse, told them they hadn't seen activity like this with their connector on any other service before.
Beyond shopping, Zuckerberg said other popular uses for Muse include personal productivity tasks, such as connecting the AI agent to users' email or calendars. He stressed that this indicates users trusted Muse's security setup, which includes a feature called "Muse Secure VM" designed to protect their data and privacy. He also mentioned that the forthcoming "Muse Confidential VM" will prevent even Meta from seeing users' content.
Now that Muse has achieved "product-market fit," Zuckerberg said Meta's focus will shift to scaling the AI agent, increasing revenue, and optimizing compute costs. Remarkably, the tech company is forecasting that Muse will eventually bring in more revenue per user than its "family of apps" users do today—meaning its users on Facebook, Instagram, WhatsApp, and Messenger. Currently, that figure is around "several hundreds of dollars annually," Zuckerberg said.
Meta intends to monetize Muse by keeping it free for most users but retaining a percentage of the commerce taking place on the platform. Power users wanting access to the most advanced AI models or more tokens will also have to pay. Zuckerberg noted that Meta believes Muse will be profitable after it scales. On the compute side, Meta is building out capacity to serve more than a billion people over the next few years. While Muse is very compute-intensive to run in the near term, the company expects to improve its cost efficiency by more than 10x in the next year, enabling profitability once revenue lines reach scale.