On Wednesday, during the third-quarter earnings conference call, Meta stated that its AI application Muse has been adopted by over 10 million users, confirming the estimates released earlier this week by market intelligence firm Sensor Tower.

However, what attracts CEO Mark Zuckerberg's attention even more is how people use this app and the amount they spend on it. Zuckerberg stated that currently, about 25% of users who have completed the Muse setup use it every day, which helps to improve retention rates.

He also revealed that among the Muse active users who shop through this AI proxy, more than a quarter of them spend an average of over $200 per purchase, a situation that even surprised industry insiders.

“Plaid told us that they have never seen such activity levels on their connectors in any other service before,” Zuckerberg said. He was referring to this fintech company that connects payment apps with customers’ bank accounts. Muse uses the connectors of Plaid to support proxy shopping.

In addition to shopping, Zuckerberg stated that other popular uses of Muse also include personal productivity tasks, such as connecting AI proxies to users' emails or calendars. The executive emphasized that this indicates users' trust in the security settings of Muse, which include a feature called “Muse Secure VM” aimed at protecting users' data and privacy. He also mentioned that the upcoming “Muse Confidential VM” will prevent even Meta itself from being able to view users' content.

Zuckerberg stated that since Muse has already achieved "product-market fit," the focus for Meta will now shift to expanding the scale of this AI proxy, increasing revenue, and optimizing its computing power costs. Notably, this tech company expects that in the future, Muse will ultimately generate more revenue per user than the current single-user revenue of its "application family" users—that is, the users of Facebook, Instagram, WhatsApp, and Messenger. Zuckerberg mentioned that the current figure is approximately "several hundred dollars per year."

Meta previously indicated that its ultimate plan to monetize Muse was to keep it free for most users, while extracting a certain percentage from the commercial transactions that occur on the platform. However, those who wish to use the most advanced AI models or are heavy users who desire more tokens will also need to pay.

Zuckerberg also pointed out that Meta believes that Muse will become profitable after achieving scalability.

During the third-quarter financial report conference call, he told bankers and analysts: "In terms of computing power, we are building the capability to serve over a billion people in the coming years. In the short term, Muse consumes a lot of computing power, but we expect its cost efficiency to increase by more than ten times next year, which will enable it to become profitable once it reaches a certain scale in revenue generation."

Muse will also play a central role in Meta's smart glasses strategy. The Reality Labs department, which is responsible for smart glasses, VR, and metaverse business, is still suffering losses of several billion dollars. However, the department's losses are expected to improve from $19.1 billion in 2025 to $15 billion this year.