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Meta Puts All Its AI Eggs in the Muse Basket

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Meta Puts All Its AI Eggs in the Muse Basket

Meta CEO Mark Zuckerberg has found a new centerpiece for the company’s artificial intelligence ambitions: Muse, a personal AI agent he is positioning as the foundation for everything from shopping and advertising to enterprise software and smart glasses.

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After earlier AI efforts struggled to establish Meta as a frontier AI leader, Zuckerberg used the company’s third-quarter earnings call on Wednesday (Oct. 21) to present Muse as evidence that its strategy is coming together.

More than 10 million people in the United States and Canada have set up Muse in six weeks, with roughly 25% using it daily. Zuckerberg said early engagement is more than twice the level Threads achieved at launch.

“Muse is the product form of this vision,” Zuckerberg said, referring to his ambition to deliver personal superintelligence.

Commerce is emerging as Muse’s biggest use case. More than a quarter of users shop through the agent, with an average purchase exceeding $200. Zuckerberg said Stripe had to raise credit limits during the first week because transaction volumes exceeded expectations.

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Meta wants to collect merchant transaction fees, sell subscriptions and offer enterprise AI services. But access to commerce platforms remains a hurdle. Those restrictions could limit Meta’s ability to turn shopping activity into transaction revenue.



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