Meta is planning business transaction fees and subscriptions for Muse, its personal AI assistant.
CEO Mark Zuckerberg says shopping is currently the assistant’s most common use.
The announcement offers a concrete look at the monetization options being considered for a consumer AI product, alongside the cost of operating it.
Muse is currently only available in the US and Canada. According to Zuckerberg, more than 10 million people have started using it since it launched in early September 2026. On October 21, 2026, during Meta's third-quarter earnings call, he said that the company wants to expand the service so it can serve billions of people.
Meta is planning shopping tools that would allow it to charge businesses for transactions facilitated by Muse. Zuckerberg said shopping is currently the most common use of the assistant, with users spending an average of $200 on each purchase through it. The company is also planning subscriptions for people and businesses who use Muse more frequently.
Zuckerberg said Meta currently makes several hundred dollars a year per user in the U.S. from its apps. He estimated that Muse's revenue per user could eventually exceed that, thanks in part to purchases made through the assistant. This is a projection, not Muse's current revenue.
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Meta introduced Muse on its smart glasses in September 2026 at its Connect event. Users will be able to talk to the assistant, ask it about tasks, and add things to a to-do list. Zuckerberg said Muse will be available on the glasses in November 2026.
Meta has not specified whether using Muse on the glasses will require a separate subscription. Zuckerberg’s statements suggest that some features may require payment, but this has not been confirmed by the company. He also said that Muse is a key part of Meta’s plans to increase its revenue from smart glasses. The company currently does not make much profit from selling them, and Zuckerberg estimated that Muse could help it sell more subscriptions.
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