Meta’s Muse AI Hits 10 Million Users as Shopping Revenue Surges

Zuckerberg noted that the integration with financial technology firm Plaid has enabled a unique level of agentic shopping activity that has surprised even industry insiders. Daily engagement remains a key metric for Meta, with 25% of initial adopters returning to the app every day. Beyond retail, users are increasingly delegating email management and calendar scheduling to the agent, a trend the company credits to the security assurances of its Muse Secure VM architecture.

Meta now views Muse as having achieved product-market fit, prompting a strategic pivot toward scaling infrastructure and optimizing compute costs. While the service remains free for most, the company plans to monetize through transaction fees and premium tiers for power users. Zuckerberg projected that Muse will eventually generate higher revenue per user than the combined ecosystem of Facebook, Instagram, WhatsApp, and Messenger. To support this growth, Meta is targeting a tenfold improvement in cost efficiency over the next year to ensure the platform becomes profitable at scale.

Looking ahead, the company intends to transition Muse from a solitary tool into a collaborative network. Zuckerberg described a future where individual agents interact with those of friends and family to facilitate complex purchases and communication. This development will serve as a cornerstone for Meta’s hardware strategy, specifically its smart glasses initiatives within the Reality Labs division, which is working to narrow its multibillion-dollar deficit.