Meta announced that its artificial intelligence assistant, Muse, surpassed 10 million users across the United States and Canada in roughly six weeks following its release. Chief Executive Officer Mark Zuckerberg highlighted this achievement on Wednesday during the company’s third-quarter earnings call.
Introduced in early September, the company launched Muse to function as a personal AI agent assisting individuals with daily responsibilities. According to Meta, user adoption has stayed robust, and the application frequently secures the top position on Apple’s App Store.
Shopping drives engagement
Engagement data reveals that shopping stands out as Muse’s most popular capability, with activity continuing to grow. Meta Chief Financial Officer Susan Li noted that over 25% of weekly active users leverage the agent for retail purposes. Highlighting transaction strength, Zuckerberg stated, “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.”
This initial retail traction indicates that Muse has the potential to develop into a significant commerce avenue for Meta. Given that the firm already manages a massive advertising ecosystem on Instagram and Facebook, an AI assistant capable of driving buying decisions could further reinforce that standing. Meta reported, “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.”
Beyond commerce, individuals are turning to Muse for organizational tasks. A significant number of users link the assistant directly to their calendars and email accounts, enabling the tool to assist with scheduling, message management, and everyday duties.
Meta Plans Wider Rollout
Looking ahead, Zuckerberg stated that Meta intends to expand Muse far past its current geographic boundaries. The corporation envisions Muse eventually reaching billions of individuals globally while powering an extensive ecosystem of personalized AI assistants.
Furthermore, leadership hinted that plans are underway to commercialize the platform. Zuckerberg intimated that Muse might ultimately yield greater revenue per user compared to Instagram or Facebook, though specific monetization strategies were not disclosed.
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