AI news · Meta · AI agents
Shopping is the top use of Meta’s Muse agent, Zuckerberg says
More than a quarter of Muse users have shopped through Meta’s AI agent, with an average purchase above $200, Meta’s chief executive told investors.
Shopping has become the main job people give Muse, Meta’s personal AI agent. Mark Zuckerberg put the typical Muse purchase above $200 and said over a quarter of users have shopped with it, speaking on Meta’s third-quarter earnings call on 21 October 2026, Social Media Today reports from the transcript.
Muse launched last month in the US and Canada and has passed 10 million downloads. About a quarter of the people who set it up use it on any given day, Zuckerberg said, according to Social Media Today.
How long people stay is less clear. Sensor Tower data shows usage falling away two weeks after download, a pattern other chatbots share. Muse still keeps 23 per cent of users at 14 days against 16 per cent for rival chatbots on average, Marketing Brew notes, citing the Sensor Tower figures TechCrunch reported. Gartner analyst Eric Schmitt told Marketing Brew that agent shopping sits at the “too soon to tell” stage, held back by trust: handing an agent your card, and believing its picks.
On the advertiser side, Meta’s AI tools in Ads Manager (background generation, image expansion, text variations) carry no separate fee in our database, from Meta’s own posts read 23 September 2026 (our Advantage+ creative guide).
Meta now runs both the AI that builds a brand’s ads at no separate fee and an agent through which more than a quarter of Muse users shop, so on Meta the company that places your ad can also be the one choosing the product when a Muse user buys.
Sources
- Social Media Today: Meta says shopping is Muse’s primary use case. Checked
- Marketing Brew: Meta’s Muse is popular, but personal agents still face barriers to adoption. Checked
Alexandre S.
Alexandre S. is a creative ad strategist and copywriter with ten years' experience in digital marketing across multiple channels.
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