The CEO anticipates the agent will yield greater revenue per user compared to the company’s applications.
Meta’s personal assistant Muse, launched just weeks ago, is rapidly becoming integral to the company’s strategy to monetize its substantial AI investment. CEO Mark Zuckerberg indicated that they are actively exploring ways to generate revenue from Muse, anticipating its potential to outpace revenue generated by Facebook and Instagram on a per-user basis.
Despite Muse currently being limited to users in the US and Canada, the agent has experienced impressive uptake, with over 10 million users engaging with it since its rollout in early September. “With Muse establishing itself in the market, we are shifting into a new and more operational phase focused on scaling,” Zuckerberg shared during a recent earnings call. “Our goal is to expand Muse to billions of users.”
Operating Muse is more costly for Meta than its existing services, prompting the company to strategize monetization plans. Zuckerberg noted that they aim to create “commerce tools” that will enable businesses to incur fees for transactions conducted through the agent. He highlighted that shopping is currently the most frequent use case, with users averaging $200 per purchase through Muse. The company also plans to integrate AI subscription services for individuals and business owners who utilize the agent extensively.
Zuckerberg believes that revenue from Muse could eventually exceed current earnings from Meta’s applications, at least in certain metrics. “The average annual revenue per American user across our existing app family is several hundred dollars, and we expect that Muse will achieve an even higher rate over time given the significant commerce activity we are witnessing,” he said.
Additionally, Muse is “crucial” to Meta’s strategy for generating revenue from its AI glasses, according to Zuckerberg. While the company does not currently see substantial profits from hardware sales, incorporating Muse into these products is expected to boost AI subscription sales.
Last month, Meta showcased Muse on its smart glasses during the Connect event. Users will be able to communicate with their agent similarly to their current interactions with Meta AI, checking on tasks or updating their agent’s to-do lists. Although Meta hasn’t clarified if Muse’s features on the glasses will necessitate a separate subscription, Zuckerberg’s comments imply that some functionalities may be behind a paywall. The agent is slated to be available on Meta’s glasses next month.
