On Wednesday, Zuckerberg revealed his hand during the Q3 earnings call: last month, Meta launched its personal AI assistant, Muse, and its user base surged past 10 million. The most surprising part? While everyone assumed AI assistants would mainly serve as chat toys or email checkers, their primary use case turned out to be online shopping. The financial report disclosed solid data: over 25% of users placed orders directly through Muse, with an average order value exceeding $200. Beyond shopping, most users simply keep Muse linked to their email and calendar as a digital assistant. Meta’s stock rose 5% in after-hours trading. Zuckerberg also clarified the future roadmap: the core Muse service will remain free for consumers, with revenue generated through transaction commissions from merchants. Next month, it will integrate directly with smart glasses. While major large model providers are still struggling to recoup their massive computing costs, Meta has successfully closed its commercialization loop by earning commissions from sales—a truly impressive move.