Meta’s Muse personal AI agent, launched on Sept. 8, has been set up by more than 10 million people in the U.S. and Canada and is already seeing heavy use: about one-quarter of adopters use it daily, with shopping the most common activity and an average purchase size above $200. Early demand was so strong that Meta worked with payment processor Stripe to raise credit limits in Muse’s first week. Muse can browse the web, send emails and book travel on users’ behalf; consumer access is free unless users pay for extra tokens or higher-end models. Meta plans to begin monetizing sooner than with prior products by charging businesses a fee when Muse helps complete a sale, turning agent-driven commerce into a potential revenue stream on top of advertising income that already generates tens of billions per quarter.
Meta envisions a future where users’ personal agents interact directly with retailers’ agents via a proposed Personal Agent Protocol being developed with partners including Shopify and Walmart, shifting discovery and purchasing away from traditional websites. Retailers may resist ceding customer relationships, but Meta expects gradual adoption once safety and effectiveness are proven. Running Muse is compute-intensive: Meta spent nearly $35 billion on capital expenditures in Q3, reported a $2.1 billion negative free cash flow, and projects $135-145 billion in capex for the year. The company has limited Muse to North America while it pursues more than 10x cost-efficiency gains next year to scale toward a billion-plus users.
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