Meta reported that its AI agent application, Muse, reached over 10 million users following its launch on September 8, 2026. Within 40 days of release, the app recorded 10.9 million total downloads, with 10.2 million originating from the United States.
On October 16, the platform tracked 2.5 million daily active users, a figure increasing by 15% week over week. The app demonstrates a seven-day retention rate of 30% and a 14-day rate of 23%, surpassing industry averages for similar AI tools.
Meta allocated 39% of its US advertising budget to Muse in October 2026, compared to 23% in September. The company is now introducing subscription plans priced at $20 and $100 per month to compete in the premium AI assistant market.
The app focuses on shopping and personal productivity, offering price comparison and purchase management tools. Analysts project that Muse could generate between $2.4 billion and $36 billion in annual revenue by 2030.
