CEO Mark Zuckerberg said about 25% of people who set up Muse use it on a given day, which he described as more than twice the starting level of Threads or, in Meta's view, other AI apps.
He said shopping is the main use so far, with over 25% of users doing agent-led shopping, meaning the AI completes purchases on a person's behalf.
Zuckerberg also said more than a quarter of engaged shoppers have an average purchase above $200.
Zuckerberg said Plaid, the financial technology company whose connector enables the shopping feature, told Meta it had not seen similar activity from any other service, and that Meta worked with Stripe in the first week to raise credit limits because volumes exceeded expectations.
Meta plans to keep Muse free for most users while taking a cut of commerce on the platform, and to charge power users who want the most advanced models or more tokens, the units that measure how much an AI processes.
It also plans business-focused offerings.
Meta forecasts Muse will eventually earn more per user than its current apps, which it puts at several hundred dollars a year.
The quarter itself was strong: revenue rose 26% to $64.6 billion, above the $63.37 billion analyst consensus compiled by LSEG, though earnings were distorted by a $9.89 billion legal settlement charge over teen addiction litigation.
Compute, the processing power needed to run AI, is the near-term constraint. Zuckerberg said Muse is very compute-intensive and Meta is building capacity to serve more than a billion people over the next few years. He expects cost efficiency to improve more than 10-fold within a year, which he said would let Muse become profitable at scale, and he argued that Meta's profitable advertising business lets it scale before then. Meta raised the low end of its 2026 capital expenditure range, so spending is now expected at $135 billion to $145 billion. Zuckerberg also teased a "Muse network" in which people's agents work with those of friends, family and businesses, a forthcoming "Muse Confidential VM" meant to keep even Meta from seeing users' content, and a Meta Enterprise Platform led by CJ Desai to sell high-margin AI services to businesses. Muse will also be central to Meta's smart glasses strategy as Reality Labs lost $4.13 billion in the quarter.
