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

Meta said during its third-quarter earnings call on Wednesday that its AI app Muse has been adopted by more than 10 million users, confirming estimates released earlier this week by market intelligence firm Sensor Tower.

But it is how people are using it, and how much they’re spending that has caught CEO Mark Zuckerberg’s attention. Zuckerberg said about 25% of people who set up Muse now use it daily, helping improve retention.

He also shared that over a quarter of Muse’s engaged users who were shopping via the AI agent, had an average purchase size of over $200, which was surprising even to industry insiders.

“Plaid told us that they hadn’t seen activity like they’re seeing with their connector on any other service before,” Zuckerberg said, referring to the financial technology company that connects payment apps to customers’ bank accounts. Muse uses Plaid’s connector to enable agentic shopping.

Beyond shopping,...

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