Meta Aims for a Muse Agent Network, But Costs Soar

Meta promises that its personal AI agents, Muse, will communicate with each other and make purchases on behalf of their users. However, the global rollout remains hindered by energy and hardware costs, while monetization through commerce, initial usage, and concerns about privacy intertwine.

Computing Costs and Debts Hinder Global Launch

Meta plans to increase its spending to between $135 and $145 billion by 2026, which is double last year’s amount, while it owes $25 billion to New Mexico following a jury verdict. Running GPUs at the required level for a network of Muses is described as very costly and energy-intensive, and the company seems to be at the limit of what its current data centers can support. Mark Zuckerberg links the lack of an international launch for Muse to computing efficiency and cites the computational intensity as one of the main constraints. He announces a goal to increase computing cost efficiency tenfold next year, without specifying how, while admitting that Muse will neither be profitable nor successful without a reduction in costs.

Muse Focuses on Commerce, with Commissions and Paying Businesses

Zuckerberg sees the greatest opportunity for Muse in commerce, noting that a quarter of users make purchases through the platform, averaging over $200 per transaction. Meta takes a commission on each transaction, while the company claims that Muse will likely remain free for consumers, with businesses covering transaction fees. The rationale presented is that with agents making purchases themselves, the potential transaction volume would theoretically be unlimited, as agents would be available continuously to search, recommend, and buy.

Initial Adoption Concentrated in North America

Zuckerberg claims over 10 million downloads and setups of Muse to date, solely in the United States and Canada, describing this launch as one of Meta's most successful. He did not provide specific retention figures but stated that about a quarter of those who downloaded it use it daily. He believes that an expanded rollout would significantly increase this total, while reminding that computing efficiency constraints explain the lack of an international launch.

Few Technical Details and Privacy Concerns

Meta has not detailed the operational workings of Muse and its network amid concerns about personal data management. In September, a YouTuber claimed that a Muse agent sent a stranger to his home at night while managing a sale on Facebook Marketplace in his name. At the launch, Mark Zuckerberg asserted that Muse was designed with privacy and security in mind, while reports have mentioned leaks of content from users' private conversations. A Canadian banking executive indicated that he would consider blocking Muse's access to customers' financial data.

Ambition for a Network of Agents and Promises of Value

Zuckerberg envisions billions of Muse users, with agents interacting and transacting within a large-scale network. He describes highly capable personal agents that can enhance relationships, save time and money, or help create businesses, and anticipates that coordination among these agents will unlock significant value. He expects strong profitability in a few years and expresses a desire to work with users and businesses on tailored terms, believing that Muse will become very valuable for everyone over time. In the same discussion, Susan Li emphasized the important role that agents will play and the necessity for everyone to adapt, in an environment where major tech companies are eager to demonstrate the value of their AI investments.