Meta is shifting into a more operational phase focused on scaling its recently introduced personal AI agent, Muse. During a recent third-quarter earnings call, CEO Mark Zuckerberg told analysts and investors that the company has already witnessed significant early adoption since the agent's September rollout in the United States and Canada. More than 10 million people have started using Muse, prompting leadership to accelerate monetization plans for the expensive-to-operate system.
While operating costs for Muse run significantly higher than Meta's traditional services, the company is banking on commercial integration to offset the expense. Shopping currently stands as the most common use case for the agent, with early users spending an average of $200 per purchase. Meta plans to introduce commerce tools that charge businesses transaction fees, alongside tiered AI subscriptions tailored for heavy consumers and business owners.
Zuckerberg predicted that monetization driven by shopping and subscriptions will eventually allow Muse to generate higher revenue per user than the company's established family of apps. Existing apps pull in several hundreds of dollars annually per American user, a benchmark Zuckerberg expects Muse to surpass due to high volumes of facilitated commerce.
The agent will also serve as a foundational element for Meta's hardware ecosystem, playing a central role in profitability for the company's AI glasses. Although hardware margins remain slim, Meta intends to bundle Muse features and related AI subscriptions into upcoming wearable releases. Following a preview at Connect, Muse is scheduled to integrate with Meta smart glasses, bringing voice-driven task management and assistant capabilities to the hardware line.
Meta Pins High Financial Hopes on Personal AI Agent Muse
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