Meta CEO plans to monetize AI agent Muse to drive revenue

Meta CEO Mark Zuckerberg announced plans to monetize Muse, the company’s new personal AI agent, as part of a strategy to realize returns on massive artificial intelligence investments. During a discussion regarding third-quarter financial results, Zuckerberg stated that the company is entering an operational phase focused on expanding the agent, which has already seen over 10 million users since its launch in early September.

Currently available only in the United States and Canada, Muse is expected to eventually serve billions of people. To generate revenue, Meta plans to develop “commerce tools” that allow the company to charge businesses transaction fees. Zuckerberg noted that shopping is currently the most common use case, with users spending an average of approximately $200 per transaction through the agent.

Additionally, Meta intends to introduce AI subscriptions for both individuals and business owners who use the agent more intensively. Zuckerberg predicted that Muse could eventually generate higher revenue per user than Facebook and Instagram, citing the high volume of trade already being observed.