Meta’s AI shopping assistant Muse has been activated by over 10 million users in North America, yet companies across industries report only minor engagement and negligible disruption to revenues or customer behaviors so far.
- Muse activated by 10 million users, mainly in US and Canada
- Companies report negligible order volume and cancellations from AI agents
- Businesses begin technical optimizations but caution on future impact
What happened
Meta CEO Mark Zuckerberg announced that over 10 million people in the US and Canada have activated Muse, the company’s AI shopping assistant. Despite this significant user base, businesses across sectors like travel, retail, food delivery, and banking have reported only limited transaction volume and little immediate disruption due to AI agents this quarter.
Companies such as DoorDash and Hilton characterized orders facilitated by Muse and similar agents as just a few hundred or insignificant, while banks and fitness chains saw no notable cancellations. Several firms are beginning to optimize e-commerce platforms to help AI agents complete transactions more smoothly, signaling an early but tentative adoption phase.
Why it matters
Investors and industry experts fear that AI agents could induce price wars, reduce brand loyalty, and squeeze margins by encouraging users to shop based on price comparisons and efficiency rather than customer service or loyalty programs. However, business leaders largely dispute these immediate risks, asserting product quality and brand reputation remain critical for consumers.
At the same time, Meta plans to charge businesses fees on transactions made through Muse, potentially creating a lucrative revenue stream that could rival advertising income. Companies remain wary of security risks as banks caution customers not to share login credentials with AI assistants, illustrating underlying concerns about data protection in the evolving AI commerce landscape.
What to watch next
The evolution of AI agents like Muse depends on how rapidly users and businesses embrace these tools and how effectively firms adjust their websites and workflows to support agent-driven shopping. More comprehensive data from Meta’s retail partners, including Walmart and Best Buy, will provide better insight into Muse’s commercial impact.
Additionally, negotiations between Meta and major corporations regarding collaboration models and fee structures will be critical to shaping industry adoption patterns. Monitoring security practices, customer acceptance, and agent performance improvements will also be vital as companies weigh the balance between opportunity and risk in AI-enabled commerce.