Meta’s Muse Could Upend All Kinds of Businesses. It Hasn’t Yet
Despite fears that AI shopping assistants like Meta's Muse would disrupt retail and erode brand loyalty, major companies report minimal impact so far. Executives across various sectors indicate that agentic commerce is still in its early stages and has not yet significantly affected their business models.
Why it matters
This suggests a gap between the theoretical disruption potential of AI agents and their current real-world adoption and economic impact.
Wall Street fears that proactive shopping assistants like Muse will erode brand loyalty, ignite price wars, and squeeze corporate profits. Yet on the earnings calls and in conversations with WIRED, executives across roughly 50 companies—spanning travel, internet providers, food, and self-storage—shrugged off immediate disruption. In fact, many insisted they would mostly benefit from any real widespread adoption of agents.
Food delivery app DoorDash described the number of orders from Muse and other agents as in the “hundreds.” T-Mobile remarked, “We haven’t seen anything of significance” from agents. Hotel chain Hilton was more direct, calling bookings from them “insignificant.” The banking provider Ally Financial characterized activity as “quite low,” while eBay termed it “very, very small.”
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