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Meta's personal AI agent, Muse, has rapidly attracted over 10 million users in North America, with shopping emerging as its primary use case. The platform is now pivoting from an ad-based model to transaction fees, leveraging the agent's ability to execute multi-step commerce tasks like browsing and booking travel. This shift represents a significant strategic move for Meta to monetize its AI infrastructure beyond traditional advertising revenue.
Mark Zuckerberg says over 10 million people used Meta’s Muse—and demand was so high, he had to get Stripe to raise credit limits
With Muse helping people shop, Meta also envisions a new revenue source beyond its ad business: Taking a cut of transactions.
The fluffy, rosy-cheeked Muse mascot rolled out by Meta six weeks ago to warm people up to the idea of having a personal AI agent might be doing the trick. Meta CEO Mark Zuckerberg told analysts on the company’s Oct. 21 earnings call more than 10 million users in Canada and the U.S. have set up Muse agents since they became available on Sept. 8. “To put this in perspective, this is more than twice the level that Threads…
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