Meta used its Q3 2026 earnings call to put numbers on Muse, its personal AI agent launched in the US and Canada. More than 10 million people have set it up, about a quarter use it daily, and shopping is the most common use case. For media buyers, the interesting part is how Meta plans to make money from it.
What Meta said
Mark Zuckerberg said more than 10 million people in the US and Canada have set up Muse in roughly six weeks, and that about 25% of them use it on a given day. He said shopping is the top use case, with more than 25% of users engaging in it, and CFO Susan Li said the average purchase is over $200.
Zuckerberg added that Plaid saw connector activity it hadn't seen on other services, and that Stripe raised Muse's credit limits in the first week because volume ran ahead of expectations. Muse is due to arrive on Meta's glasses in November.
How Meta plans to monetize it
Management described a mix: free consumer use, commerce fees paid by businesses, subscriptions for advanced models, paid business features, and using Muse context to personalise content and ads across Meta's apps. The call did not announce ad placements inside Muse itself.
Zuckerberg also described a future "Muse network" in which shoppers' agents deal directly with business agents to complete purchases, rather than people clicking through to a website.
Read the numbers carefully
Downloads and daily-use figures are company-reported. Social Media Today pointed to third-party Sensor Tower data showing retention drops noticeably about two weeks after download, a pattern common to AI chat apps. The same piece cited an Ars Technica report on Muse exposing data when users share conversations. Treat Muse as an emerging channel, not a proven one.
What it means for media buyers
If agents increasingly pick products for people, clean product data matters as much as the ad. Catalog accuracy, pricing, stock status and checkout reliability are what an agent can read. Expect Meta to push more commerce surfaces and business-agent features into Ads Manager over the coming quarters.
What it means for you
- Muse: 10M+ setups in the US and Canada, about 25% daily use, per Meta.
- Over 25% of users shop through it; average order is above $200, per Meta.
- No ads inside Muse announced yet; commerce fees and ad personalisation are the plan.
- Tidy your catalog feed now: agents shop from structured product data.
Sources
- Social Media Today: Meta says shopping is Muse's primary use case
- Meta Q3 2026 earnings call transcript (The Motley Fool)
