Zuckerberg says shopping is the top use for Meta's Muse agent.
Meta's Muse AI agent has been downloaded more than 10 million times since its US and Canada launch last month, and shopping is its most common use. Mark Zuckerberg said average purchases through Muse are above $200.
Speaking on Meta's third-quarter earnings call, Zuckerberg said more than 25% of Muse users ask it to find deals or buy things, and that about a quarter of people who set it up use it on any given day. He said Plaid had never seen activity like it through their connector, and that Meta had to work with Stripe to raise credit limits in the first week because volumes were higher than expected. Muse comes to Meta's glasses in November.
Meta is also working on a "Muse network", in which people's agents work with friends' and family's agents and talk to businesses' own agents instead of sending users to websites. Zuckerberg said a Muse Confidential VM is in development to address privacy concerns. Shopping matters because it gives Meta a way to earn a share of sales from its very large AI spending.
Retention is the open question. Social Media Today cites Sensor Tower data, shared on X, showing Muse usage dropping sharply two weeks after download. Ars Technica reported this week that a security group could pull Muse user queries with simple techniques, and Meta has not said when Muse will launch outside the US and Canada.
For retailers and brands in the Gulf, Muse is not available yet, but the direction matters. If Meta's agent becomes a shopping layer that talks to brands' agents, product feeds, pricing data and conversational commerce on WhatsApp will matter more than landing pages. Now is a sensible time to tidy catalogue data on Meta.
Why it matters
Meta wants its AI agent to sit between shoppers and brands, which would shift commerce from websites to agent-to-agent deals.
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