Meta announced during its third-quarter earnings call that Muse, its consumer Super Intelligence (SI) application, has surpassed 10 million users. The milestone confirms earlier estimates from market intelligence firm Sensor Tower and highlights a shift in how users are engaging with the platform, with agentic shopping emerging as a primary driver of retention and revenue potential.
What Happened
CEO Mark Zuckerberg stated that approximately 25% of users who set up Muse now engage with the SI tool on a daily basis. A significant portion of this engagement is centered on commerce: over a quarter of active users utilizing Muse’s agentic shopping features reported average purchase sizes exceeding $200. This metric surprised industry insiders, with Zuckerberg citing feedback from Plaid, the financial technology company powering the payment connections. "Plaid told us that they hadn’t seen activity like they’re seeing with their connector on any other service before," Zuckerberg said. Beyond shopping, users are leveraging the SI agent for personal productivity tasks, such as integrating with email and calendars. To support this, Meta highlighted its "Muse Secure VM" feature for data protection and announced the forthcoming "Muse Confidential VM," which will prevent even Meta from accessing user content.
Why It Matters
The adoption metrics signal that Muse has achieved "product-market fit," prompting Meta to pivot its strategy toward scaling the SI system, increasing revenue, and optimizing compute costs. Zuckerberg forecasted that Muse would eventually generate more revenue per user than Meta’s existing "family of apps" (Facebook, Instagram, WhatsApp, and Messenger), which currently yields "several hundreds of dollars annually" per user. The company plans to monetize Muse by keeping it free for most users while retaining a percentage of commerce transactions and charging power users for access to advanced SI models and higher token limits. Despite the tool being "very compute-intensive" to run, Meta expects to improve cost efficiency by more than 10 times in the next year, enabling profitability once revenue lines scale. The SI app is also central to Meta’s hardware strategy, supporting the Reality Labs division, which is projected to reduce losses from $19.1 billion in 2025 to $15 billion this year. Additionally, Zuckerberg teased a "Muse network" where users’ SI agents can interact with the agents of friends and family, transforming the tool from a "single-player game" into a collaborative ecosystem.
The Bottom Line
Meta’s Muse SI app has crossed the 10 million user mark with strong daily engagement and high-value agentic shopping activity. The company is now focused on scaling infrastructure, improving compute efficiency by 10x, and implementing a freemium model with commerce fees to drive profitability and integration with its smart glasses and future network features.