Zuckerberg: Muse tops 10 million users in US and Canada

Zuckerberg's comments on Wednesday's earnings call frame Muse as the centerpiece of Meta's AI strategy, even though the app only became available to the general public last month. He told investors he sees a future where "billions" of people use Muse, with their agents talking to and transacting with other people's agents in what he called a "large-scale Muse network." That ambition is set against a company spending heavily on AI infrastructure: Meta plans to spend between $135 billion and $145 billion in 2026, double what it spent last year.

The 10 million downloads figure carries extra weight because it comes only from the US and Canada. Zuckerberg said the reason Muse has not launched internationally is compute efficiency, and he told investors the plan is to "10x" the cost-efficiency of its compute next year, without explaining how. In other words, the early adoption number is presented as evidence that demand exists, while the geographic limit is presented as a cost problem rather than a demand problem.

Beyond downloads, the shopping data offers an early look at the commerce angle Zuckerberg emphasized. He said a quarter of Muse users are shopping through the platform and spending on average more than $200 per purchase, with Meta earning a fee on each transaction. At the same time, the call left open how the agent will work in practice, and a Canadian bank executive told Bloomberg it would consider blocking Muse from accessing customers' financial data, a reminder that business adoption may not follow automatically.