Meta says more than 10 million people have now set up its Muse personal AI agent. Shopping is becoming a major use, giving Meta a potential source of AI revenue beyond advertising.
Muse reaches 10 million users
Meta disclosed the milestone during its third-quarter earnings call, according to TechCrunch reporting carried by Yahoo Finance. Chief Executive Mark Zuckerberg said about 25% of people who set up Muse now use it daily.
Muse is designed to complete tasks instead of only answering questions. Meta says it can browse websites, fill out forms, organize plans and ask for approval before sensitive actions such as sending messages or making purchases. The service is rolling out in the United States on iOS, Android and the web. Meta offers it free, with subscription plans for people who want more, according to the company's product announcement.
Shopping drives early activity
Shopping is one of the main activities among Muse's engaged users. Zuckerberg said more than one-quarter of engaged users who shop through the agent had an average purchase size above $200.
Meta describes Muse as a tool for product research, price comparisons, checkout and purchase tracking. Its launch materials say the agent asks for confirmation before completing a purchase. Meta plans to keep Muse free for most people and earn a share of commerce handled through the service. The company also expects power users to pay for more advanced models or higher usage limits.
Smart glasses remain central
Meta is also positioning Muse as software for its AI glasses. At Connect 2026, the company said Muse would come to its glasses in the coming months, allowing people to interact with the agent hands-free. Meta also announced additional shopping partners and payment connections, including Shop Pay and PayPal, according to its Connect announcement.
Meta says it is building computing capacity to support Muse at a much larger scale. The agent is part of the company's broader plan to connect personal AI with shopping, communication, planning and wearable devices.
References
Meta. (2026, September 8). Introducing Muse: The world's first personal AI agent built for everyone. https://about.fb.com/news/2026/09/introducing-muse-personal-ai-agent/
Meta. (2026, September 24). The biggest news from Connect 2026. https://about.fb.com/news/2026/09/the-biggest-news-from-connect-2026
Perez, S. (2026, October 21). Meta says Muse has over 10M users, with shopping a top activity. TechCrunch. https://finance.yahoo.com/technology/ai/articles/meta-says-muse-over-10m-211419045.html