Zuckerberg: Meta's Muse Agent to Outperform Core Apps in Revenue
Meta CEO Mark Zuckerberg announced the company is entering a new operational phase focused on scaling its AI agent, Muse. With over 10 million users since its September launch in the US and Canada, Meta is developing commerce tools to monetize the service. Zuckerberg projects Muse will generate higher revenue per user than Facebook and Instagram, driven by an average $200 per purchase, signaling a strategic pivot toward AI-driven commerce.
Key points
- Mark Zuckerberg, CEO of Meta, stated the company is entering a new operational phase dedicated to scaling its AI agent, Muse, following its early September rollout.
- More than 10 million users have adopted Muse since its launch in the United States and Canada, indicating significant product-market fit for the personal agent.
- Meta is developing commerce tools to charge businesses fees for transactions facilitated by the agent, with shopping identified as the most common use case.
- Zuckerberg expects Muse to generate more revenue per user than Facebook and Instagram, noting that users currently spend an average of $200 per purchase.
- The strategy involves integrating AI subscriptions and monetization mechanisms to offset the higher operational costs associated with running the AI agent compared to traditional services.
Meta has signaled a strategic shift in its artificial intelligence roadmap, with CEO Mark Zuckerberg declaring that the company is entering a new operational phase focused on scaling its personal AI agent, Muse. Speaking during the company's third-quarter earnings call, Zuckerberg highlighted that the agent has achieved clear product-market fit, evidenced by more than 10 million users adopting the service since its initial rollout in the United States and Canada in early September. The executive emphasized that the next phase will prioritize operational scaling, with the long-term goal of serving billions of people.
A central component of this expansion is the monetization of the agent, which Zuckerberg noted is significantly more expensive to operate than Meta's existing services. To address this, the company is developing commerce tools that will allow it to charge businesses fees for transactions facilitated through Muse. Shopping has emerged as the most common use case for the agent, with users currently spending an average of $200 per purchase. Zuckerberg projected that Muse will eventually generate more revenue per user than Facebook and Instagram, marking a potential departure from Meta's traditional advertising-heavy revenue model.
The move underscores Meta's ambition to integrate AI deeply into its consumer ecosystem while creating new income streams. By leveraging its massive user base and positioning the agent as a primary interface for digital commerce, Meta aims to transform its AI investments into a direct revenue driver. The upcoming integration of AI subscriptions and transaction-based fees suggests a broader effort to diversify its revenue portfolio beyond display advertising, although the long-term viability of these new models remains to be seen as the agent expands globally.
Sources
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