Meta Muse Statistics October 2026: Users, Retention, Shopping & Demographics

Key takeaways

Muse passed 10 million users within six weeks of launch. Meta launched its personal AI agent on September 8, 2026, and said on its October 21 earnings call that it had more than 10 million users, with about 25% of people who set it up using it daily.
First Page Sage counts 11.2 million accounts in the US and Canada by October 25, with 2.74 million daily users and 4.96 million weekly users in the final week of its study.
Day-one retention is nearly double ChatGPT's. Muse brought back 71.8% of new users the next day against 39.4% for ChatGPT, but it falls behind by day 30, at 16.4% against 17.8%.
Shopping is the top use. Shopping and product research make up 24.6% of tasks. Meta says over a quarter of engaged users shop through Muse, with an average purchase above $200. First Page Sage puts average order value at $174.
Muse skews older than any major assistant. Users aged 45 and over make up 52.2% of its base, and under-25s only 8.9%.
Meta plans to charge power users and take a cut of commerce. It offers $20 and $100 monthly plans, and Mark Zuckerberg said Muse should eventually earn more revenue per user than Meta's family of apps does today.
Muse acts first. 27.4% of sessions began with a suggestion from Muse itself, which First Page Sage says is a higher share than any chat-based AI tool it has recorded.
Few users pay yet. Only 3.1% of accounts are on a paid plan.

Muse is Meta's bet that people want an AI that works for them rather than one they query. It runs on Meta's Muse Spark model family, can browse websites, fill in forms, send email and book travel, and keeps working after the app is closed. Its distribution advantage is Meta's existing audience: more than 95% of Muse users also use Facebook. For brands, the shopping data is the part to watch. An agent that researches and buys on a user's behalf changes who sees your product pages, a shift already visible on ChatGPT, where commercial research is the one growing use case.

Here is a full breakdown of the numbers as of October 2026.

What Muse is

Meta launched Muse on September 8, 2026 as a "personal AI agent." Its main features, per Meta:

It works in the Muse app or inside WhatsApp, communicating like a message to another person.
It can send emails, book travel, fill out forms, open a browser and negotiate on a user's behalf.
It runs on Muse SecureVM, a dedicated cloud computer with its own browser, and a separate safety agent that asks for approval on sensitive actions.
It can check out with Link by Stripe and generate one-time-use cards, and it has no visibility into passwords or payment methods.
It remembers what matters to a user and makes unprompted suggestions, such as turning a saved Instagram reel into a grocery list.
Users can opt out of having their interactions used to train Meta's models, and Muse does not share its data with Meta's ad systems.

Source: Meta, September 8, 2026. Meta says Muse is available on iOS, Android and muse.ai, and coming to AI glasses, and that it is initially available in the US. First Page Sage measured US and Canadian use in the period it studied, and Meta added a native Mac app on September 17.

How many people use Muse?

Meta shared a headline count on its Q3 earnings call on October 21: more than 10 million users, which TechCrunch noted was reached within six weeks, and 10 million US downloads in 40 days. The detailed figures come from First Page Sage, which studied Muse use in the United States and Canada from September 8 to October 25, using app-intelligence data and a panel of 4,180 opted-in users.

Metric (as of October 25, 2026)	Value
Accounts set up in the US and Canada	11.2 million
Average daily active users (final week)	2.74 million
Average weekly active users (final week)	4.96 million
Daily-use rate (daily users as a share of accounts)	24.5%
Weekly users who opened Muse every day	55.2%
Average sessions per daily user	3.4
Average time per daily user	14.7 minutes
Weekly users with at least one connected account	58.3%
Sessions that began with a suggestion from Muse	27.4%
Accounts on a paid plan (Power or Maximum)	3.1%

Source: First Page Sage, Meta Muse Usage Statistics, November 2026. Other trackers measure it differently: Similarweb counted 2.18 million daily active users on October 5, and The Information reported more than 3 million weekly users who send at least one prompt, within 4 million+ who use it in some way each week. Meta said its daily-use rate was about 25%, consistent with First Page Sage's 24.5%.

A stronger launch than ChatGPT's

On US and Canadian mobile, Muse's early daily users beat ChatGPT's at the same point after launch: 642,000 against 231,000, per Apptopia data reported by TechCrunch on September 21. ChatGPT launched into a much smaller AI market, so the comparison flatters Muse. Meta's distribution does most of the work: Apptopia found more than 95% of Muse users also use Facebook and 63% use Instagram.

Retention vs other AI assistants

AI assistant	Day 1	Day 7	Day 14	Day 30
Meta Muse	71.8%	28.6%	21.9%	16.4%
ChatGPT	39.4%	24.2%	20.6%	17.8%
Claude	34.1%	18.3%	15.2%	12.7%
Meta AI	31.8%	15.6%	12.4%	10.1%
Grok	29.6%	14.8%	11.9%	9.4%

Source: First Page Sage, November 2026. Muse retains better than Claude, Meta AI and Grok at every point measured, but it loses users faster after day one: it fell 55.4 points by day 30 against 21.6 points for ChatGPT. First Page Sage attributes the strong first day to Muse reaching out with suggestions.

What people use Muse for

Shopping and product research is the largest activity at 24.6% of all tasks, and 47.2% of weekly users used Muse to research or buy a product.
Email and calendar work together make up 29.4% of tasks, so close to a third of the workload is personal administration.
Companionship and conversation is 9.6% of tasks despite reaching only 17.1% of users, because those users chat with Muse many times a week.

Source: First Page Sage, November 2026.

Shopping and the business model

Meta has been explicit that commerce is the point. First Page Sage found 22.8% of weekly users completed a purchase through Muse, at an average order value of $174. Meta said over a quarter of engaged users shop through Muse, with an average purchase above $200, and that Plaid's connector for agentic shopping is seeing activity the company had not seen on other services.

Meta's plan for making money, as described on its October 21 call:

Keep Muse free for most users and charge power users for advanced models or more tokens. CNBC reported $20 and $100 monthly plans.
Keep a percentage of commerce that happens on the platform.
Eventually earn more revenue per user than Meta's family of apps does today, which Zuckerberg put at "several hundreds of dollars annually."
Cut the cost of running Muse by more than 10x in the next year. Zuckerberg said it is very compute-intensive to run now and should become profitable once revenue is at scale.

Meta's third-quarter revenue rose 26% from a year earlier. For brands, Zuckerberg's description of the "Muse network" is the line to note: "if you want to buy something, it's not just navigating to that business's website; it's talking to their agent."

Who uses Muse? Age

Age group	Share of Muse users	Daily-use rate	Most common activity
18–24	8.9%	19.8%	Writing and messaging help
25–34	17.6%	22.4%	Shopping and product research
35–44	21.3%	24.1%	Email and inbox management
45–54	22.8%	25.9%	Shopping and product research
55–64	17.2%	26.1%	Shopping and product research
65+	12.2%	26.4%	Companionship and conversation

Source: First Page Sage, November 2026. Daily use rises with each age group, and users 65 and over are the only group whose top activity is conversation. Compare ChatGPT, where users aged 18–34 account for 53%, per our ChatGPT statistics.

How Muse compares to the competition

Muse is too new to appear in most share trackers, and Similarweb's website-traffic share does not include it. First Page Sage's October 2026 ranking of US chatbot usage counts Meta AI, which runs on Muse Spark, rather than Muse itself:

Platform	Share of US chatbot usage (October 2026)
ChatGPT	52.3%
Google Gemini	26.3%
Claude	11.2%
Grok	3.4%
Perplexity	1.8%
Microsoft Copilot	1.3%
DeepSeek	0.4%
Meta AI	0.1%

Source: First Page Sage, Top Generative AI Chatbots by Market Share, November 2026. Muse's 10 million users sit against ChatGPT's 1.2 billion weekly users and the Gemini app's 1 billion monthly users, so it is an early product with strong engagement, not yet a share-shifting one. See our Claude, Perplexity and Gemini statistics for the other challengers.