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

Meta said during its third-quarter earnings call on Wednesday that its AI app Muse has been adopted by more than 10 million users, confirming estimates released earlier this week by market intelligence firm Sensor Tower. But it is how people are using it, and how much they’re spending that has caught CEO Mark Zuckerberg’s attention.

Meta 在周三的第三季度财报电话会议上表示，其人工智能应用 Muse 的用户已超过 1000 万，证实了市场情报公司 Sensor Tower 本周早些时候发布的估算数据。但真正引起首席执行官马克·扎克伯格（Mark Zuckerberg）关注的是人们的使用方式以及他们的消费金额。

Zuckerberg said about 25% of people who set up Muse now use it daily, helping improve retention. He also shared that over a quarter of Muse’s engaged users who were shopping via the AI agent, had an average purchase size of over $200, which was surprising even to industry insiders. “Plaid told us that they hadn’t seen activity like they’re seeing with their connector on any other service before,” Zuckerberg said, referring to the financial technology company that connects payment apps to customers’ bank accounts. Muse uses Plaid’s connector to enable agentic shopping.

扎克伯格表示，约 25% 设置了 Muse 的用户现在每天都在使用它，这有助于提高留存率。他还分享说，在通过该 AI 代理进行购物的 Muse 活跃用户中，超过四分之一的人平均单笔购买金额超过 200 美元，这甚至让业内人士感到惊讶。“Plaid 告诉我们，他们从未在其他任何服务中见过像其连接器上所呈现的那种活跃度，”扎克伯格在提到这家将支付应用程序与客户银行账户连接的金融科技公司时说道。Muse 使用 Plaid 的连接器来实现代理购物。

Beyond shopping, Zuckerberg said other popular uses for Muse include personal productivity tasks, such as connecting the AI agent to users’ email or calendars. The exec stressed that this indicates users trusted Muse’s security setup, which includes a feature called “Muse Secure VM” designed to protect their data and privacy. He also mentioned that the forthcoming “Muse Confidential VM” will prevent even Meta from seeing users’ content.

除了购物之外，扎克伯格表示 Muse 的其他热门用途还包括个人生产力任务，例如将 AI 代理连接到用户的电子邮件或日历。这位高管强调，这表明用户信任 Muse 的安全设置，其中包括一项名为“Muse Secure VM”的功能，旨在保护他们的数据和隐私。他还提到，即将推出的“Muse Confidential VM”甚至可以防止 Meta 查看用户的内容。

Now that Muse has achieved “product-market fit,” Zuckerberg said Meta’s focus will shift to scaling the AI agent, increasing revenue, and optimizing its compute costs. Remarkably, the tech company is forecasting that Muse will eventually bring in more revenue per user than its “family of apps” users do today — meaning its users on Facebook, Instagram, WhatsApp, and Messenger. Currently, that figure is around “several hundreds of dollars annually,” Zuckerberg said.

既然 Muse 已经实现了“产品与市场的契合”，扎克伯格表示 Meta 的重心将转向扩展该 AI 代理、增加收入并优化其计算成本。值得注意的是，这家科技公司预测 Muse 最终为每个用户带来的收入将超过其目前的“应用家族”（即 Facebook、Instagram、WhatsApp 和 Messenger 的用户）。扎克伯格称，目前这一数字约为“每年几百美元”。

Meta has said it ultimately intends to monetize Muse by keeping it free for most users, but keeping a percentage of the commerce taking place on the platform. Power users who want access to the most advanced AI models or more tokens will also have to pay. Zuckerberg also noted that Meta believes Muse will be profitable after it scales. “On the compute side, we are building out the capacity to serve more than a billion people over the next few years,” he told bankers and analysts on the Q3 earnings call. “In the near term, Muse is very compute-intensive to run, but we expect to improve its cost efficiency by more than 10x in the next year, which will enable it to be profitable once the revenue lines are at scale.”

Meta 表示，其最终打算通过对大多数用户免费，但从平台上发生的商业活动中抽取一定比例的佣金来实现 Muse 的盈利。想要使用最先进 AI 模型或更多代币的超级用户也需要付费。扎克伯格还指出，Meta 相信 Muse 在规模化后将会盈利。“在计算方面，我们正在建立未来几年服务超过十亿人的能力，”他在第三季度财报电话会议上告诉银行家和分析师。“短期内，Muse 的运行非常消耗计算资源，但我们预计明年将其成本效率提高 10 倍以上，这将使其在收入规模化后实现盈利。”

Muse will also play a central role in Meta’s smart glasses strategy. Reality Labs, the division responsible for smart glasses, VR, and the metaverse, is still losing billions. However, the division’s losses are expected to improve from $19.1 billion in 2025 to $15 billion this year. Beyond scaling and supporting its hardware strategy, Zuckerberg teased the company’s plans for something he called the “Muse network.” He described this as taking Muse from a “single-player game” to one where “your Muses can work with your friends’ and your families’ [Muses].” “And if you want to buy something, it’s not just navigating to that business’s website; it’s talking to their agent,” he added.

Muse 也将在 Meta 的智能眼镜战略中发挥核心作用。负责智能眼镜、VR 和元宇宙的部门 Reality Labs 仍在亏损数十亿美元。不过，该部门的亏损预计将从 2025 年的 191 亿美元改善至今年的 150 亿美元。除了扩展和支持其硬件战略外，扎克伯格还预告了公司计划推出他所谓的“Muse 网络”。他将其描述为将 Muse 从“单人游戏”转变为“你的 Muse 可以与你朋友和家人的 [Muse] 协作”的模式。“如果你想买东西，不再只是导航到该企业的网站，而是与他们的代理进行对话，”他补充道。