Meta’s AI assistant, Muse, attracted more than 10 million users in the United States and Canada within about six weeks of launch. Chief executive Mark Zuckerberg shared the milestone during the company’s third-quarter earnings call on Wednesday.
The company launched Muse in early September as a personal AI agent designed to help users manage everyday tasks. Meta said adoption has remained strong, with Muse frequently ranking as the top app on Apple’s App Store.
Shopping was Muse’s most commonly used feature, with usage increasing. More than 25% of Muse’s weekly active users are using the agent for shopping, according to Meta CFO Susan Li. Zuckerberg said, “The average purchase value through Muse exceeds USD 200, including travel-related spending. The figure surpassed Meta’s internal expectations and showed that users are willing to transact through the AI agent.”
The early shopping activity suggests Muse could become an important commerce channel for Meta. The company already operates a large advertising business across Facebook and Instagram, and an AI agent that influences purchases could strengthen that position. Meta said, “Around 25% of people who set up Muse now use it daily. Zuckerberg described early retention as encouraging and said engagement tends to improve as users spend more time with the product.”
The company is also seeing users employ Muse for personal productivity. Many are connecting the agent to their email and calendars, allowing it to help manage schedules, messages, and routine tasks.
Zuckerberg said Meta aims to expand Muse well beyond its current footprint. He said the company wants Muse to eventually serve billions of people and support a large network of personal AI agents.
The executive also indicated that Meta is preparing to monetise the platform. He suggested Muse could eventually generate higher revenue per user than Facebook or Instagram, although the company did not detail its monetisation model.
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