Meta said its Muse AI app now has more than 10M users, and that people are using it mainly for shopping and personal productivity.
The company shared the figure during its Q3 earnings. The detail is thin: a user count, plus shopping named as a top activity alongside personal productivity. The numbers come from Meta itself, and the available details do not say how it defines a user or over what period.
The shopping result is the part worth watching. Meta earns its money from advertising, and an assistant that people consult about what to buy sits close to that business. That is our inference, not something the company spelled out, but it explains why Meta would name shopping rather than, say, trivia or homework help.
Personal productivity is the more generic use, and it is where any AI app competes with every other chatbot on a phone. Shopping is where Meta has something the others may lack: a long history of knowing what its users look at and buy.
The open question is whether 10M users is a starting line or a plateau, and whether Meta will ever break out how much of that shopping turns into sales.