Meta says Muse tops 10 million users as AI shopping gains ground
AI Agents & Automation
Meta says Muse tops 10 million users as AI shopping gains ground
TechCrunchOct 22, 2026
Meta reported more than 10 million Muse users, with CEO Mark Zuckerberg highlighting daily engagement, AI-assisted shopping and plans to scale the agent.
Meta said on October 21 that its AI app Muse had passed 10 million users, sharing the milestone during the company’s third-quarter earnings call. CEO Mark Zuckerberg said roughly one in four people who had set up Muse used it daily, and described shopping as one of the agent’s notable activities.
Zuckerberg said more than a quarter of Muse’s engaged users who shop through the service had average purchases above $200. The agent uses Plaid to connect with users’ financial accounts for shopping, and Meta also cited personal productivity—such as linking email and calendars—as a common use. These are company-reported figures and descriptions, not an independent measurement of user behavior.
Meta said it intends to keep Muse free for most users while exploring revenue from commerce and paid access to more advanced models or higher usage limits. Zuckerberg also said the company expects Muse eventually to generate more revenue per user than its family of social apps, though that is a forecast rather than current performance. The company expects the product to become profitable after it scales and said it aims to improve compute-cost efficiency by more than tenfold over the next year.
The announcement puts agent-led shopping among Meta’s early commercial bets for Muse, alongside productivity features. It also highlights the infrastructure challenge: Zuckerberg said Meta is building capacity to serve more than a billion people over the next few years. Meta previewed a future “Muse network” in which users’ agents could interact with one another, but did not provide a launch date for that concept.
Industry Impact
AI agents enter the commerce funnel
Consumer technology, retail and digital commerce
Overview
Muse’s reported 10 million users and daily engagement offer an early signal that consumer AI agents may support shopping as well as productivity. For product managers, the activity mix highlights the importance of useful integrations, including financial accounts, email and calendars. Business leaders and digital commerce teams should note Meta’s stated plan to pursue commerce revenue while keeping Muse free for most users. However, purchase and engagement figures come from Meta, and profitability depends on scaling the service and improving compute efficiency.
Key Impact Points
Meta reports more than 10 million Muse users, with about one in four people who set it up using it daily.
Shopping is an early commercial use case; Meta says over a quarter of engaged users shopping through Muse average purchases above $200.
Meta’s plans to serve over a billion people and improve compute-cost efficiency by more than tenfold underscore the infrastructure challenge.
Opportunities
Commerce through AI agents
Retail, consumer technology and digital commerce
Meta’s reported shopping activity points to a potential commerce channel in which an AI agent helps users discover and purchase products. The company says Muse uses Plaid to connect financial accounts and is exploring commerce revenue while keeping the app free for most users. For product and commerce leaders, this is a signal to assess how agent-mediated discovery and checkout could fit existing customer journeys, while carefully evaluating user trust and the role of financial-account connections. The article does not establish that this model is profitable or transferable to other businesses; Meta says it expects profitability after scaling and is working to lower compute costs.
Agent-led shopping and commerce monetization
Problem: Consumer AI assistants need sustainable business models, while shoppers may value help completing purchase journeys.
Solution: Meta is positioning Muse for shopping and exploring commerce revenue, with Plaid connections to users’ financial accounts.
Target Users: Muse users who shop through the service.
Business Value: Shopping could give Meta a revenue path beyond keeping the app free for most users.
Revenue Potential: Meta has cited commerce monetization as an opportunity, but has not reported current revenue or proven profitability.
