Mark Zuckerberg says Meta is 'entering a new phase' with Muse

Meta CEO Mark Zuckerberg said the company is already working on ways to make money from Muse, the personal AI agent it launched in early September, telling investors he expects it to eventually bring in more revenue per user than Facebook and Instagram. Speaking on Meta's third-quarter earnings call Wednesday, he said the agent has found a clear audience and that efforts are shifting toward scaling it. "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," Zuckerberg said, adding that Meta expects Muse to serve billions of people.

Adoption so far is limited to the US and Canada, but Zuckerberg said more than 10 million people have started using the agent since its rollout. He also noted that Muse costs Meta significantly more to operate than its other services, which is why monetization plans are underway. The company intends to build "commerce tools" that would let it charge businesses fees on transactions Muse helps facilitate.

Shopping is the most common use case for the agent, according to Zuckerberg, with users spending an average of $200 per purchase. Meta also plans to fold in AI subscriptions for consumers and business owners who lean on the agent more heavily. Zuckerberg framed the revenue potential in comparison to Meta's core apps, saying the average revenue per American user across its family of apps runs into the several hundreds of dollars annually, and that he expects Muse to eventually reach a higher level given the commerce activity already taking place.

Muse is also central to Meta's ambitions for its AI glasses, Zuckerberg said. While the company does not currently make a large profit on the hardware it sells, he predicted that adding Muse to the product would help drive more AI subscription sales. Meta previewed Muse on its smart glasses last month at Connect, describing how users would be able to talk to the agent much as they do with Meta AI and use it to check on tasks or add items to a to-do list.

Meta has not said whether using Muse on its glasses will require a separate subscription, though Zuckerberg's remarks suggest at least some features will sit behind a paywall on the hardware. The company has previously weighed upcharging for other glasses capabilities, including an upcoming hearing enhancement feature. Muse will arrive on Meta's glasses "next month," Zuckerberg said.