Meta CEO Mark Zuckerberg says more than 10 million people in the United States and Canada have created a Muse AI agent since the app launched in September. Natalie Musumeci and Sydney Bradley report for Business Insider that shopping has become the app’s leading use case.
More than 25% of Muse users complete purchases through the app, Zuckerberg says. The average purchase exceeds $200. The figures offer an early indication that consumers may use AI agents not only for answers and content generation, but also to carry out transactions.
Muse can handle tasks such as drafting emails and booking travel, according to Meta. Chief Financial Officer Susan Li says users also connect the service to email accounts and calendars for personal productivity tasks.
Commerce moves to the center of Meta’s AI strategy
Zuckerberg says Meta plans to pursue monetization earlier than it typically does with new consumer products. He points to the scale of both the company’s AI costs and the commercial opportunity around the app.
Meta expects to keep Muse free for most people, he says. Revenue could come from commerce tools that charge fees on transactions facilitated by the agent. Li also identifies paid subscriptions and tools for small businesses as potential revenue streams.
The company plans to bring Muse to Meta smart glasses next month. Zuckerberg describes the agent as central to the glasses’ business model, suggesting Meta wants the service to remain available across phones and wearable devices.
Consumer trust remains a significant challenge. Forrester principal analyst Kate Winick tells Business Insider that Muse becomes more useful as it receives more personal information, while public trust in Meta’s data practices remains low. The tension could shape how willing users are to connect sensitive accounts and rely on the agent for purchases.
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