He expects the agent to generate more revenue per user than the company’s apps.
It’s only been a few weeks since Meta introduced Muse, but the company’s personal agent is already becoming central to Meta’s plan to monetize its massive investment in AI. CEO Mark Zuckerberg said the company is already working to monetize the agent, and that he expects Muse to eventually generate more revenue per user than Facebook and Instagram.
Although Muse is only available in the US and Canada, Meta has already seen significant adoption of the agent. Zuckerberg said that more than 10 million people have started using it since the early September rollout. “Now that Muse has a clear product market fit, we’re entering a new phase and a more operational phase focused on scaling,” Zuckerberg said during the company’s third-quarter earnings call Wednesday. “We expect Muse to grow to serve billions of people.”
Muse is also significantly more expensive for Meta to run compared to its other services, and Zuckerberg said the company was already working on its plans to monetize the agent. Meta plans to build “commerce tools” that allow it to calculate business fees for transactions facilitated by its agent, the CEO said. He noted that shopping is currently the “most common” use case for the agent, and that people spend an average of $200 per purchase with Muse. Meta will integrate its AI subscriptions for people and business owners who use the agent even more heavily.
Zuckerberg predicted that Muse’s revenue could eventually exceed the money it currently makes from its apps, at least by some metrics. “The average revenue per US user for our existing family of apps users is several hundred dollars annually, and we expect Muse to reach an even higher level over time due to the amount of commerce we’re already seeing taking place,” Zuckerberg said.
Muse is also “central” to Meta’s plans to make more money from its AI glasses, according to Zuckerberg. Although the company isn’t currently “making a huge profit on the hardware” it sells, adding Muse to the product will help Meta sell more AI subscriptions, Zuckerberg predicted.
Meta previewed Muse on his smart glasses last month during Connect. The company said users will be able to talk to their agent in the same way they can currently chat with Meta AI, and can check on tasks or add items to their agent’s to-do list. Meta did not indicate whether Muse will require a separate subscription to its glasses, but Zuckerberg’s statements suggest that at least some Muse features will be paid for on the glasses. (The company has considered adding other glasses features, including its upcoming hearing-enhancement capability.) Muse will be available on Meta’s glasses “next month,” Zuckerberg said.