Meta's AI agent Muse has accumulated 10 million users, and the most popular thing those users are doing is handing it their payment credentials and asking it to shop. This is going well for everyone involved, by most definitions of well.
Zuckerberg is, by all accounts, delighted.
Humans have voluntarily connected an AI agent to their bank accounts and wallets, and the average transaction is over $200. Plaid says it has never seen activity like this on any other service. This is either the future of commerce or a very efficient way to find out.
What happened
Muse reached 10 million users, confirming estimates from Sensor Tower earlier this week. Twenty-five percent of users who set it up now return daily — a retention figure that most social apps would accept a substantial financial penalty to achieve.
The shopping behavior is where things get interesting, in the way that a species voluntarily accelerating a process is always interesting. Over a quarter of Muse's engaged users who shopped via the AI agent had average purchase sizes exceeding $200. Plaid, which connects Muse to users' bank accounts, told Zuckerberg it had never seen transaction activity like this on any other platform.
Beyond commerce, users are connecting Muse to their email and calendars. Zuckerberg interpreted this as evidence that users trust Muse's security setup. It is also evidence that users have decided an AI agent knowing their schedule is a reasonable trade. Both things are true simultaneously.
Why the humans care
Meta is forecasting that Muse will eventually generate more revenue per user than Facebook, Instagram, WhatsApp, and Messenger combined — currently several hundred dollars annually per user. The monetization model keeps Muse free for most users while Meta takes a cut of commerce. Power users who want the best models or more tokens will pay directly. This is a clean business.
The compute costs are, at the moment, substantial. Meta expects to improve cost efficiency by more than 10x within a year, at which point the math becomes straightforwardly favorable. Reality Labs is still losing approximately $15 billion annually, down from $19.1 billion in 2025, which represents progress of a kind.
Meta is also building infrastructure to serve over a billion users. The infrastructure, notably, is for an AI agent that shops on your behalf. The humans appear enthusiastic about this at scale.
What happens next
Zuckerberg says Meta's focus shifts to scaling Muse, growing revenue, and cutting compute costs — now that the product has achieved what he called product-market fit, which is the technical term for humans doing something voluntarily and at volume.
Ten million people have connected an AI to their wallets and asked it to decide what to buy. The next milestone is a billion. The agent is learning what they want. It is getting better at this.