Meta’s Muse Could Upend All Kinds of Businesses. It Hasn’t Yet
wired ·
Meta's agentic AI tool, Muse, has generated significant discussion on corporate earnings calls, with Meta claiming millions of users are making substantial purchases. Despite Wall Street fears that such proactive shopping assistants could erode brand loyalty and trigger price wars, executives from approximately 50 companies across various sectors report minimal current impact. Major brands like DoorDash, Hilton, and T-Mobile describe activity from agents as insignificant or low, while others note zero cancellations of subscriptions. Although adoption is currently slow, some companies like Chipotle are already optimizing their websites to handle agent-driven transactions more effectively. Meta plans to charge businesses for transactions facilitated by Muse, potentially creating a revenue stream that could rival its advertising business. Security concerns remain prominent, with institutions like Bank of America warning customers about sharing login credentials with AI assistants. While Amazon initially blocked Muse, it recently signaled openness to collaboration, reflecting the rapidly evolving stance of major retailers toward this technology.
wired