# Meta says Muse has over 10M users, with shopping a top activity

DevFeed: [Meta says Muse has over 10M users, with shopping a top activity](<https://devfeed.tech/articles/meta-says-muse-has-over-10m-users-with-shopping-a-top-activity-93841.md>)

Original publisher: [Read original article](<https://techcrunch.com/2026/10/21/meta-says-muse-has-over-10m-users-with-shopping-a-top-activity/>)

Author: Sarah Perez

Published: 2026-10-21T21:14:19Z

Content type: news

Language: en

Sources: [TechCrunch | AI News & Artificial Intelligence](<https://devfeed.tech/sources/techcrunch-ai-news-artificial-intelligence.md>)

Topics: [agentic commerce fraud](<https://devfeed.tech/topics/agentic-commerce-fraud.md>), [Finance](<https://devfeed.tech/topics/finance.md>), [Instagram](<https://devfeed.tech/topics/instagram.md>)

Tags: [agentic-commerce](<https://devfeed.tech/tags/agentic-commerce.md>), [agentic-shopping](<https://devfeed.tech/tags/agentic-shopping.md>), [ai](<https://devfeed.tech/tags/ai.md>), [ai-agent](<https://devfeed.tech/tags/ai-agent.md>), [ai-apps](<https://devfeed.tech/tags/ai-apps.md>), [ai-models](<https://devfeed.tech/tags/ai-models.md>), [app](<https://devfeed.tech/tags/app.md>), [apps](<https://devfeed.tech/tags/apps.md>), [commerce](<https://devfeed.tech/tags/commerce.md>), [company](<https://devfeed.tech/tags/company.md>), [compute](<https://devfeed.tech/tags/compute.md>), [compute-costs](<https://devfeed.tech/tags/compute-costs.md>), [confidential-vm](<https://devfeed.tech/tags/confidential-vm.md>), [cost-efficiency](<https://devfeed.tech/tags/cost-efficiency.md>), [daily](<https://devfeed.tech/tags/daily.md>), [e-commerce](<https://devfeed.tech/tags/e-commerce.md>), [earnings](<https://devfeed.tech/tags/earnings.md>), [ecommerce](<https://devfeed.tech/tags/ecommerce.md>), [meta](<https://devfeed.tech/tags/meta.md>), [muse](<https://devfeed.tech/tags/muse.md>), [personal](<https://devfeed.tech/tags/personal.md>), [productivity](<https://devfeed.tech/tags/productivity.md>), [q3](<https://devfeed.tech/tags/q3.md>), [shopping](<https://devfeed.tech/tags/shopping.md>), [social](<https://devfeed.tech/tags/social.md>), [users](<https://devfeed.tech/tags/users.md>)

## AI overview

Meta says its AI app Muse has more than 10 million users, with about 25% of people who set it up using it daily. Shopping is a prominent activity: over a quarter of engaged users shopping through the agent had an average purchase size above $200, and Meta says Muse uses Plaid's connector for agentic shopping. Users also connect Muse to email and calendars for productivity. Meta cites Muse Secure VM as a data protection feature and says a planned Confidential VM will prevent Meta from seeing user content. The company plans to keep Muse free for most users, earn a share of commerce, and charge power users for advanced models or more tokens. Zuckerberg says Muse is currently compute-intensive and Meta expects to improve cost efficiency by more than 10x in the next year; profitability depends on scaling revenue.

## Source excerpt

Meta Muse users are adopting the app for shopping and personal productivity, the company said during Q3 earnings. The AI app now has over 10M users.