Meta’s Muse Could Upend All Kinds of Businesses. It Hasn’t Yet

Meta's agentic shopping tool Muse has become a fixture on corporate earnings calls, with the company claiming millions of people use it to make purchases averaging more than $200. CEO Mark Zuckerberg told investors that over 10 million people in the US and Canada have activated Muse, and more than 25 percent used it for shopping — above the company's own expectations. Wall Street fears proactive shopping assistants will erode brand loyalty, ignite price wars, and squeeze profits.

Executives across roughly 50 companies — spanning travel, internet providers, food, and self-storage — told WIRED and investors that any disruption remains distant, and many argued they would ultimately benefit. DoorDash put orders from Muse and similar agents in the "hundreds." T-Mobile said it hasn't seen anything of significance. Hilton called agent bookings "insignificant," Ally Financial termed activity "quite low," eBay "very, very small," and India's Eternal estimated agentic commerce as "close to zero." On cancellations, which experts suspected agents might drive by dumping unused subscriptions, Life Time Group reported seeing zero, with Public Storage and Hartford Insurance reporting similarly.

Some companies are already rewriting their sites for agent traffic. Chipotle chief digital officer Arlie Sisson said agents stumbled over loyalty discounts and after-hours ordering, and Muse's debut lifted agentic orders by a single-digit percentage; the chain is now tidying its website code so agents can complete purchases. Costco and Extra Space Storage reported surging sales from chatbots like Gemini and ChatGPT after optimizing online content, and plan to extend that work to agents. DoorDash is having similar discussions, even though CEO and Meta board member Tony Xu called current hype around agents "delusional."

Costs and risks loom. Zuckerberg said Meta plans to charge businesses for transactions facilitated by Muse, predicting that revenue stream would eventually exceed its advertising business — a stance keeping InterContinental Hotels cautious in talks. "We haven't come to any conclusions on what an eventual collaboration could look like, if any," CEO Elie Maalouf said. Security concerns are rising too: Bank of America became the latest big bank to warn customers about sharing login credentials with AI assistants, noting users remain responsible for resulting activity.

Whether agents meaningfully shift commerce remains an open question. Many retailers that partnered with Meta — Walmart among 10 named partners — last reported earnings before Muse launched, leaving no agent data yet. Executives broadly dismissed fears that comparison shopping will crush margins, arguing product quality, service, and brand trust will still matter even with less human involvement. What to watch: whether early-site-optimization moves convert into measurable order volume, how Meta structures its per-transaction fees, and whether credential-sharing warnings escalate into regulatory action.