Meta’s Muse AI Agent Faces Slow Corporate Adoption Despite Hype
Businesses remain skeptical as AI shopping agents struggle to generate significant transaction volumes.
1The Rise of Muse
Meta recently introduced Muse, an agentic AI tool designed to automate online shopping tasks for users. CEO Mark Zuckerberg reported that over 10 million people in the US and Canada have activated the tool. More than 25 percent of these users utilize Muse specifically for shopping, exceeding Meta's initial internal performance expectations.
2Corporate Skepticism Persists
Despite Meta's claims, major corporations report minimal impact from AI agents. DoorDash noted only hundreds of orders, while Hilton and Ally Financial described agent-driven activity as insignificant. Companies like Life Time Group reported zero subscription cancellations via agents, contradicting fears that AI would aggressively disrupt existing customer retention and loyalty models.
3Early Stage Limitations
Executives across 50 companies, including travel and food sectors, acknowledge that agentic commerce remains in its infancy. While public anxiety regarding AI is high, actual transaction data suggests widespread adoption has not yet materialized. Most firms are currently observing the technology rather than integrating it into their core operational sales strategies.
4Optimizing for AI Agents
Chipotle is actively refining website code to resolve issues where agents struggle with loyalty discounts or after-hours ordering. This optimization resulted in a single-digit percentage increase in agentic orders. Similarly, Costco and Extra Space Storage are preparing their digital content to better accommodate traffic from AI chatbots like Gemini and ChatGPT.
5Revenue and Collaboration Models
Meta plans to monetize Muse by charging businesses transaction fees, with Zuckerberg predicting this could eventually surpass advertising revenue. However, companies like InterContinental Hotels remain cautious, stating no conclusions have been reached regarding potential collaborations. The financial viability of these partnerships remains uncertain as both sides evaluate long-term strategic value.
6Security and Credential Risks
Security concerns are mounting as AI agents gain traction. Bank of America recently warned customers against sharing login credentials with third-party AI assistants. The bank emphasized that users remain fully responsible for any account activity resulting from such access, highlighting the significant risks associated with granting autonomous agents control over sensitive data.
7Shifting Industry Stances
Corporate attitudes toward Muse are evolving rapidly. Amazon initially blocked the tool to protect its own Alexa agent but recently signaled a willingness to work with outside platforms. Insurify also reversed its ban after implementing new technology to ensure agents present accurate insurance offers, demonstrating a fluid approach to AI integration.
8Future Market Implications
While Wall Street fears that proactive shopping assistants will ignite price wars and erode brand loyalty, executives argue that product quality and trust remain paramount. The transition to agentic commerce is currently slow, but companies are proactively adjusting their digital infrastructure to ensure they remain compatible with future automated purchasing trends.
Original article: Wired — Meta’s Muse AI Agent Faces Slow Corporate Adoption Despite Hype