Artificial Intelligence

Meta’s Muse AI Agent Stirs Big Hopes But Low Business Impact

Meta’s newly introduced Muse AI assistant has emerged as a central talking point on recent corporate earnings calls, yet executives across various industries report that current transaction volumes remain remarkably small.

Radwan AbdulhadiEditor and technology writer

Published: October 31, 2026 · Updated: October 31, 2026 · 3 min read

Meta’s Muse AI Agent Stirs Big Hopes But Low Business Impact — Image: WIRED

The Rise of Muse and Corporate Reactions

Meta’s introduction of its personal assistant tool has quickly become one of the most discussed topics on corporate earnings calls. The company has reported that its new agentic AI tool, which lets users automate various online tasks, has seen millions of users make purchases averaging more than $200. Meta CEO Mark Zuckerberg noted on an earnings call that more than 10 million people in the US and Canada have activated the software, with more than 25 percent utilizing it specifically for shopping.

Despite Wall Street fears that proactive shopping assistants like Muse could erode brand loyalty, ignite price wars, and squeeze profit margins, initial data from various corporations suggests a different reality. Executives across approximately 50 companies spanning travel, food delivery, internet services, and self-storage have largely downplayed immediate disruption, arguing that widespread adoption could ultimately present more opportunities than threats.

Early Transaction Volumes Remain Small

Actual numbers reported by major consumer brands indicate that automated commerce is still in its infancy. Food delivery app DoorDash described orders coming from Muse and other automated systems as being in the hundreds, while hotel chain Hilton called its related bookings insignificant. T-Mobile reported seeing nothing of significant impact, and banking provider Ally Financial characterized activity as quite low.

Further reinforcing the limited early traction, eBay termed agent-driven volume very, very small. Fitness chain Life Time Group reported zero membership cancellations despite financial expectations that consumers might use such tools to drop unused subscriptions. Similar figures were shared by Public Storage, Hartford Insurance Group, and Indian delivery app giant Eternal, which estimated its agentic commerce volume as close to zero.

Website Optimization and Platform Friction

As companies evaluate the long-term impact of agentic AI, some businesses are actively modifying their digital platforms to accommodate automated helpers. Chipotle reported that its digital team discovered automated bots struggling to complete orders due to hiccups with loyalty discounts and after-hours restrictions. After seeing a single-digit percentage increase in orders following the launch of Muse, Chipotle began cleaning up its website code to help systems better navigate its menus.

Other major enterprises are observing rising traffic from chatbot tools like Gemini and ChatGPT, prompting similar strategies for upcoming automated assistants. Meanwhile, marketplace dynamics continue to shift as companies adjust their policies. Amazon initially blocked Muse in favor of its own retail assistant, but later acknowledged expectations of working with outside agents, while insurance marketplace Insurify reversed its block after implementing technology to present accurate offers.

Security Warnings and Future Business Models

Security issues and errant orders remain a primary concern for financial institutions and merchants alike. Major banks have begun issuing direct warnings to customers regarding the sharing of login credentials with external digital assistants. Bank of America cautioned clients that they remain fully responsible for account activity resulting from third-party access, highlighting ongoing vulnerabilities in automated transactions.

Monetization strategies are also taking shape as Meta plans to charge businesses a fee for transactions facilitated by the platform. Zuckerberg has predicted that this revenue stream could eventually surpass the company's traditional advertising business. However, major hospitality brands like InterContinental Hotels remain cautious, noting that formal collaborations have not yet been finalized as corporate leaders weigh the risks and benefits of automated commerce.