Meta’s personal AI assistant, Muse, has moved quickly from launch to the center of the company’s strategy for turning its AI investments into revenue, according to CEO Mark Zuckerberg. The agent, which is currently available only in the United States and Canada, has already attracted more than 10 million users since its rollout in early September, Zuckerberg told investors on the third‑quarter earnings call on Wednesday.
“Now that Muse has clear product‑market fit, we are entering a new phase and a more operational phase that is focused on scaling it,” he said. “We expect to grow Muse to serve billions of people.” He added that the company is already developing ways to monetize the service and believes it will eventually generate more revenue per user than Facebook and Instagram.
Operating Muse is considerably costlier for Meta than its other platforms, prompting the firm to explore new revenue streams. Zuckerberg outlined plans to introduce commerce tools that would let businesses pay fees for transactions processed through the agent. Shopping is already the most common activity for Muse users, who on average spend about $200 per purchase. The company also intends to bundle AI subscription options for heavy users, both individuals and businesses.
“The average revenue per American user for our existing family of apps is several hundred dollars annually, and we expect that Muse will reach an even higher level over time because of the amount of commerce we already see taking place,” Zuckerberg said.
Muse is also a key component of Meta’s effort to boost earnings from its AI‑enabled smart glasses. While the hardware itself does not yet generate a large profit, integrating the assistant could drive additional AI subscription sales. At the Connect event last month, Meta demonstrated how users could talk to Muse on the glasses, manage tasks, and add items to a to‑do list, much like the current Meta AI chat experience. The company has not confirmed whether a separate subscription will be required for Muse on the glasses, but Zuckerberg’s comments suggest that some features may be placed behind a paywall. He indicated that Muse will be available on Meta’s glasses next month.