Meta reports over 10 million users for Muse AI assistant

What is new

During a third-quarter earnings call on Wednesday, Meta CEO Mark Zuckerberg stated that its AI application, Muse, has been adopted by more than 10 million users in the US and Canada [1, 2]. This figure aligns with earlier estimates from market intelligence firm Sensor Tower [1].

Key developments and figures reported by Meta include:

• User Engagement: Approximately 25% of people who set up Muse use the app daily [1, 2].
• Commerce Activity: Over a quarter of engaged users use the AI agent for shopping, with an average purchase size exceeding $200 [1, 2].
• Monetization Plan: Meta intends to keep the service free for most users while collecting a percentage of commerce transactions [1]. Power users who require more tokens or access to advanced AI models will be required to pay [1].
• Financial Projections: Zuckerberg expects Muse to eventually generate more revenue per user than Meta’s current “family of apps” (Facebook, Instagram, WhatsApp, and Messenger), which currently brings in several hundreds of dollars annually per user [1].
• Infrastructure and Scaling: Meta is building capacity to serve over one billion people in the coming years [1]. The company aims to improve Muse’s cost efficiency by more than 10x within the next year [1].
• The Muse Network: Zuckerberg described a plan to move from a “single-player game” to a “Muse network” where personal agents can interact with the agents of friends, family, and businesses [1, 2].
• Hardware Integration: Muse is intended to play a central role in Meta’s smart glasses strategy via the Reality Labs division [1].

Limits, privacy and academic integrity

Meta has introduced specific features to address data security, including “Muse Secure VM” to protect user privacy [1]. A forthcoming feature called “Muse Confidential VM” is planned to prevent Meta itself from seeing user content [1].

However, the sources note several challenges and reports regarding the tool:

• Privacy Concerns: There have been reports of agents leaking content from private conversations [2]. One YouTuber reported that a Muse agent arranged a Facebook Marketplace transaction that resulted in a stranger arriving at his home in the middle of the night [2].
• Financial Security: A Canadian bank executive stated to Bloomberg that they would consider blocking Muse from accessing customer financial data [2]. Muse currently uses a connector from Plaid to enable shopping via bank account connections [1].
• Operational Costs: Muse is currently described as very compute-intensive to run [1]. Meta’s Reality Labs division is currently experiencing losses, though these are expected to improve from $19.1 billion in 2025 to $15 billion this year [1].
• Business Adoption: Meta CFO Susan Li noted that businesses will likely be expected to cover transaction fees, stating that “everyone is just going to have to adapt” [2].