Meta’s personal AI agent, Muse, has passed 10 million users in the United States and Canada within about six weeks of its September 8 launch, CEO Mark Zuckerberg told investors during the company’s third-quarter earnings call on Wednesday — a debut pace the company says only a handful of apps in history have matched.
Engagement is the number Meta kept returning to. About 25 per cent of Muse users open the app daily, roughly double Threads’ rate at launch, and its seven-day retention sits around 30 per cent. Shopping is the leading use case, accounting for more than a quarter of weekly active users, with an average purchase size above $200; personal productivity is the other main draw.
Meta outlined how it intends to make money from the agent: commerce transaction fees, subscriptions for advanced models and enterprise services. Zuckerberg acknowledged Muse is currently compute-intensive, but said the company expects to improve its cost efficiency by more than tenfold over the next year as usage scales.
The Muse numbers arrived alongside a heavyweight earnings report — revenue up 26 per cent to $64.6 billion — and a plan to fund the AI build-out partly through a new class of non-voting stock. Together they sketch Meta’s strategy: use its advertising cash engine to buy a leading position in consumer AI, then convert agent usage into commerce.
