Meta's Mark Zuckerberg Says Muse Enters New Monetization Phase
Meta is shifting toward a more operational and scalable phase for its Muse personal agent, with CEO Mark Zuckerberg outlining plans for commerce tools, business transaction fees, and AI subscriptions.
Radwan AbdulhadiEditor and technology writer
Rapid Adoption and a New Operational Phase
It has only been a few weeks since Meta introduced Muse, but the company's personal agent is already becoming central to its broader financial plans for AI investments. CEO Mark Zuckerberg noted during the company's third-quarter earnings call Wednesday that more than 10 million people have started using the agent since its early September rollout in the US and Canada. According to an <a href="https://www.engadget.com/2293705/mark-zuckerberg-says-meta-is-entering-a-new-phase-with-muse/">Engadget</a> report, Zuckerberg stated that Muse has achieved clear product-market fit, allowing the company to enter a new and more operational phase focused entirely on scaling.
The company intends to grow Muse so that it eventually serves billions of people globally. However, operating Muse is significantly more expensive for Meta compared to its other services, making monetization an urgent priority for the technology giant.
Commerce Tools and Revenue Expectations
To offset operational costs, Meta is building commerce tools that will allow the company to charge businesses fees for transactions facilitated by the agent. Shopping is currently recorded as the most common use case for Muse, with users spending an average of $200 per purchase. Meta also plans to incorporate AI subscriptions for individual users and business owners who rely more heavily on the agent.
Zuckerberg predicted that revenue from Muse could eventually surpass what the company currently makes from its traditional apps, at least by certain metrics. While the average revenue per American user for Meta's existing family of apps sits at several hundreds of dollars annually, Zuckerberg expects Muse to reach an even higher level over time due to the volume of commerce already taking place.
Integration With Smart Glasses and Hardware Strategy
Beyond mobile and desktop availability, Muse is central to Meta's plans to extract more profit from its hardware ecosystem. The company previewed Muse on its smart glasses last month <a href="https://www.engadget.com/2267210/meta-muse-ai-agent-smart-glasses/">during Connect</a>, showcasing how users will be able to talk to their agent, check on tasks, and add items to a to-do list in a manner similar to chatting with Meta AI.
While Meta does not currently make a large profit on the hardware it sells, Zuckerberg predicted that adding Muse to the product will help the company sell more AI subscriptions. Muse will become available on Meta's glasses next month, though the company did not specify whether the glasses integration will require a separate subscription.
Broader AI Subscriptions and Feature Upcharges
Statements from leadership suggest that at least some Muse features on hardware devices will be restricted behind a paywall. Meta has previously contemplated upcharging for other glasses features as well, including an upcoming <a href="https://www.engadget.com/2267211/meta-brings-fda-cleared-hearing-enhancement-to-its-smart-glasses/">hearing enhancement</a> capability that brings FDA-cleared audio adjustments directly to the smart glasses lineup.
As Meta moves forward with scaling Muse, the combination of transaction fees, commercial integrations, and tiered hardware subscriptions will define the company's next financial chapter under Zuckerberg's leadership.
Sources
- EngadgetMark Zuckerberg says Meta is 'entering a new phase' with Muse
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