Meta’s Muse tops 10 million users as Zuckerberg shifts to monetizing AI agent

Meta's AI agent Muse has surpassed 10 million users in the US and Canada since its September launch, and CEO Mark Zuckerberg announced on October 21 that the company is shifting focus to scaling and monetising the product. Zuckerberg cited "clear product-market fit," with 25 percent of users engaging daily and shopping as the top use case, featuring average purchases over $200. Meta plans to generate revenue through commerce fees, subscriptions, and business tools, aiming to expand Muse to billions of users. The company expects to improve Muse's compute cost efficiency by over 10x in the next year to enable profitability. Meta also announced a new class of non-voting shares effective January 2027 to fund AI spending, while reporting Q3 revenue of $64.6 billion and net profit of $9.86 billion.