Mark Zuckerberg reveals strong shopping use for Meta's new Muse assistant

During Meta's third-quarter earnings call on Wednesday, Chief Executive Mark Zuckerberg announced that the company's new AI agent, Muse, has exceeded 10 million users since launching in early September. More than a quarter of those users employ the assistant for online shopping, where transactions average over $200 per purchase. [1][2]

Muse is currently available only in the United States and Canada. High demand required Meta to work with Stripe to lift transaction limits, while financial partner Plaid reported record engagement with its payment connector. However, Muse is significantly more expensive to run than Meta's other services. To monetize it, the company plans to levy transaction fees on businesses, build commerce tools, and introduce AI subscriptions for heavy users. [1][2]

Meta aims to launch Muse on its smart glasses next month, allowing owners to manage tasks and converse on the go, though Zuckerberg signaled that some features on the hardware will likely sit behind a paywall. He also envisioned a broader network of interconnected AI assistants, projecting that Muse could eventually produce higher per-user revenue than Facebook and Instagram. [1][2]