Meta said during its third-quarter earnings call on Wednesday that its AI app Muse has been adopted by more than 10 million users, confirming estimates released earlier this week by market intelligence firm Sensor Tower. CEO Mark Zuckerberg said about 25% of people who set up Muse now use it daily, helping improve retention. Shopping is a top activity: over a quarter of Muse‘s engaged users who shopped via the AI agent had an average purchase size above $200, which he said was surprising even to industry insiders. He cited Plaid, the financial technology company whose connector powers agentic shopping in Muse, saying Plaid told Meta it ‘hadn’t seen activity like they’re seeing with their connector on any other service before.’

Beyond shopping, other popular uses include personal productivity tasks, such as connecting the agent to users’ email or calendars. Zuckerberg said this indicates users trust Muse‘s security setup, which includes a feature called ‘Muse Secure VM’ designed to protect their data and privacy. A forthcoming ‘Muse Confidential VM’ will prevent even Meta from seeing users’ content.

Now that Muse has achieved what Zuckerberg called product-market fit, Meta‘s focus shifts to scaling the AI agent, increasing revenue, and optimizing its compute costs. He forecast that Muse will eventually bring in more revenue per user than Meta‘s ‘family of apps’ — Facebook, Instagram, WhatsApp, and Messenger — where that figure is currently around ‘several hundreds of dollars annually.’ Meta plans to keep Muse free for most users and take a percentage of the commerce taking place on the platform; power users who want access to the most advanced AI models or more tokens will pay.

Zuckerberg also said Meta believes Muse will be profitable after it scales. The company is building capacity to serve more than a billion people over the next few years. ‘In the near term, Muse is very compute-intensive to run, but we expect to improve its cost efficiency by more than 10x in the next year, which will enable it to be profitable once the revenue lines are at scale,’ he told bankers and analysts on the Q3 earnings call.

Muse will also play a central role in Meta‘s smart glasses strategy. Reality Labs, the division responsible for smart glasses, VR, and the metaverse, is still losing billions, though its losses are expected to improve from $19.1 billion to $15 billion. Zuckerberg also teased a ‘Muse network,’ describing it as taking Muse from a ‘single-player game’ to one where ‘your Muses can work with your friends’ and your families’ [Muses].’ In that vision, buying something is not about navigating to a business’s website but ‘talking to their agent.’