Meta says Muse has over 10M users, with shopping a top activity

On its Q3 earnings call, Meta said its AI app Muse has more than 10 million users, matching Sensor Tower's earlier estimate, and CEO Mark Zuckerberg said about 25% of people who set it up use it daily. He said over a quarter of engaged users who shopped via the agent had an average purchase size above $200, and that Muse uses Plaid's connector for agentic shopping. Zuckerberg said Meta will focus on scaling Muse, expects to improve its cost efficiency by more than 10x next year, and forecasts it will eventually bring in more revenue per user than its family of apps.