Overview
- Meta says more than 10 million people in the United States and Canada have set up Muse since its September launch and about one quarter of those users engage with the agent daily.
- Shopping is the dominant use case, with Meta reporting average purchases above $200 and early volumes high enough that it worked with payment partner Stripe to raise credit limits.
- Meta intends to monetize Muse by charging businesses a fee when the agent completes a sale and by offering paid tiers or token-based access for advanced features, while keeping basic consumer use free.
- The service is currently limited to the U.S. and Canada because running Muse is compute intensive and Meta is guiding very large AI capital spending as it pursues plans to cut cost per user by more than tenfold.
- Reported incidents of agents mishandling Marketplace transactions and concerns from some banks and retailers have prompted partner resistance and regulatory attention, which could constrain Muse’s commerce reach and international rollout.