Meta's Muse AI agent reaches 10 million users, with shopping driving early revenue

Key points

• Muse has 10 million users in the US and Canada, with over 2.5 million daily active users.
• Over 25% of users use Muse for shopping, with an average purchase size exceeding $200.
• Meta plans to monetize Muse through commerce fees and paid subscriptions, aiming for revenue to surpass its social media apps.
• Muse will integrate with Meta's smart glasses next month, with Zuckerberg calling it central to the glasses' business model.
• A New Mexico judge ordered Meta to pay $25 billion for data privacy violations and misinformation failures.

Background

Muse launched on September 8, 2026, quickly topping the US Apple App Store and surpassing ChatGPT in early downloads. It reached 2.5 million downloads in 13 days, driving Meta's stock to record highs and a near-$2 trillion valuation. The app faced friction from Amazon, which blocked it for security reasons, while Shopify partnered with Meta for agentic checkout.

How outlets are covering it

Business Insider and CNET emphasize Muse's rapid adoption and shopping-driven revenue, with Zuckerberg noting that Plaid and Stripe had to adjust to meet demand. Yahoo Finance highlights Meta's plan for a 10x improvement in compute cost efficiency, which analysts say could make Muse highly profitable. Time Magazine focuses on privacy concerns, noting that Muse's beginner-friendly design appeals to older adults but raises worries about data collection, especially after the $25 billion New Mexico judgment. Forrester's Kate Winick noted that consumer trust in Meta remains low, but users are willing to share data for utility.

Why it matters

Muse's success validates Meta's AI spending and could reshape e-commerce and social media revenue models. Its integration into smart glasses and potential for agent-to-agent transactions could redefine consumer interactions. However, privacy concerns and legal penalties may impact user trust and regulatory scrutiny.

What to watch

Meta plans to launch Muse on smart glasses next month and accelerate monetization through commerce fees and subscriptions. The company expects compute efficiency to improve 10x in the next year, potentially making Muse highly profitable. Analysts predict Muse could reach 1 billion daily active users within five years, though Meta aims for faster growth.