Meta: Personal AI Agent Muse Surpasses 10 Million Created Agents
Meta said during its third-quarter earnings call that more than 10 million people in the US and Canada had set up Muse in approximately six weeks.
Muse at 10 million is a new milestone Meta announced on October 21 during its third-quarter 2026 earnings call. The company said that more than 10 million people in the US and Canada had set up its personal AI agent in approximately six weeks.
Muse launched on September 8 as a personal agent powered by the Muse Spark model. Meta offers it in the US through iOS, Android, the web, and WhatsApp. The company listed shopping, personal productivity, and creativity among its most common use cases.
Muse at 10 million after six weeks
Mark Zuckerberg said on the call that approximately one-quarter of people who had set up the agent use Muse on any given day. This is a daily-use figure within that group, not a total number of daily active users published as a separate metric.
Meta also said that more than one-quarter of Muse’s weekly active users use it for shopping. The company described it as one of three main categories, along with personal productivity and creativity. However, the disclosed figures do not show that shopping was definitively the single most-used activity.
A growth figure, not a complete picture of usage
The announcement is the first public figure on the reach of the consumer Muse agent since its September launch. However, the metric represents the number of people who created or set up the agent. It is not an independently verified number of regularly active users or the number of app downloads.
Meta did not disclose complete figures on retention, cost per user, or service revenue. The company said that improving cost efficiency is necessary as Muse scales and becomes profitable.
Shopping is an important category
The strong presence of shopping fits Meta’s plan to seek future revenue from subscriptions and transactions. However, Muse’s economics have not yet been disclosed. At launch, Meta stated that the service would support shopping through Link.
Muse should be distinguished from the open-weight Muse Spark Open model. The personal agent uses the Muse Spark family of models, but the current announcement concerns consumer-product adoption, not the release of a new technical model.
What comes next
- more detailed figures on retention, paying users, and transaction volumes,
- possible expansion beyond the US and Canada,
- further development of payment and commercial partnerships,
- more specific figures on the service’s cost efficiency.
Sources
- Meta Newsroom — Introducing Muse: The World’s First Personal AI Agent Built for Everyone – Meta confirms Muse’s September 8, 2026 launch, its role as a personal AI agent, its use of Muse Spark, availability in the US, and shopping options through Link.
- Meta Investor Relations — Q3 2026 Earnings Call – Meta’s official website confirms that the third-quarter 2026 earnings call took place on October 21, 2026.
- Associated Press — Meta Q3 revenue tops estimates and Zuckerberg says Muse accounts have topped 10 million – Independently confirms that Zuckerberg said on the call that more than 10 million Muse accounts/agents had been created in the US and Canada, with approximately 25 percent daily usage among people who had set up Muse.
- TechCrunch — Meta says Muse has over 10M users, with shopping a top activity – Reports Meta’s earnings-call statements about the 10 million milestone and shopping and personal productivity as important use cases.
Verified and updated: October 22, 2026 06:25
