Meta announced during its third-quarter earnings call on Wednesday that its AI app Muse has surpassed 10 million users, confirming earlier estimates from market intelligence firm Sensor Tower. The focus, however, is on how users are engaging with the app and their spending habits, which have drawn the attention of CEO Mark Zuckerberg.
User Engagement and Spending
Zuckerberg revealed that approximately 25% of users who set up Muse are now using it daily, contributing to improved retention rates. Notably, over a quarter of Muse's engaged users who shop through the AI agent have an average purchase size exceeding $200, a figure that surprised industry insiders.
““Plaid told us that they hadn’t seen activity like they’re seeing with their connector on any other service before,” said Zuckerberg, referencing the financial technology company that connects payment apps to customers’ bank accounts. Muse utilizes Plaid’s connector to facilitate agentic shopping.
In addition to shopping, other popular uses for Muse include personal productivity tasks, such as linking the AI agent to users’ emails or calendars. Zuckerberg emphasized that this indicates users trust Muse’s security features, which include a function called “Muse Secure VM” designed to safeguard their data and privacy. He also mentioned the upcoming “Muse Confidential VM,” which will prevent even Meta from accessing users’ content.
