Businesses see little AI shopping activity despite Meta’s Muse adoption claims

Meta says millions of people have activated Muse and more than a quarter use the AI assistant for shopping. But businesses describe a much quieter reality. In an October 31 report, WIRED found little immediate commercial disruption across roughly 50 companies, even as executives prepare for agents that could reshape how customers choose and buy.

The finding comes from Paresh Dave’s reporting on earnings calls and conversations with executives across travel, internet services, food and self-storage. Many executives argued that wider adoption would benefit their businesses rather than undermine them. Their comments offer an early check on fears that automated shopping will weaken brand loyalty, intensify price competition and squeeze profits.

Millions of activations, little visible business

On Meta’s earnings call this month, CEO Mark Zuckerberg said more than 10 million people in the US and Canada had activated Muse. Over 25 percent used it for shopping, he said—more than any other task and above Meta’s expectations. Muse is designed to automate online tasks, including purchases, rather than simply recommend products.

• T-Mobile said it had seen nothing significant from AI agents; Hilton called bookings from them “insignificant.”
• Ally Financial described activity as “quite low,” while eBay called it “very, very small.”
• Life Time Group said it had seen zero agent-driven cancellations, despite speculation that assistants would help customers shed unused memberships.

Where Muse shoppers are spending remains unresolved. Meta declined to comment beyond its earnings-call remarks, pointing instead to partnerships with 10 retailers, including Walmart, Best Buy and Gap. Many of those partners last reported earnings before Muse launched and have not yet shared data about it.

Checkout still needs repairs

Chipotle has found concrete obstacles between an agent’s intent and a completed order. Chief digital officer Arlie Sisson told reporters this week that agents struggled when applying loyalty discounts or trying to order after hours. Muse’s debut increased agent-driven orders by a single-digit percentage, she said. Chipotle is adjusting its website code to make purchases easier for agents.

DoorDash is discussing similar changes, although CEO and Meta board member Tony Xu suggested current agent hype might be “delusional.” Costco and Extra Space Storage said sales originating from chatbots such as Gemini and ChatGPT were surging as they optimized online content. Both plan to do the same for agents.

The cost of welcoming an agent

Zuckerberg said Meta plans to charge businesses fees on Muse-facilitated transactions, predicting that revenue would eventually exceed its advertising business. That remains a forecast. InterContinental Hotels CEO Elie Maalouf said ongoing discussions with Meta had produced no conclusion about a possible collaboration, if any.

Security is another constraint. Bank of America warned customers this week about sharing login credentials with AI assistants. Chief client care officer Ashley Ross said customers remain responsible for activity resulting from access they grant. Businesses also face concerns about agents placing incorrect orders.

Access policies are already shifting. Amazon, which blocked Muse last month, now says it anticipates working with outside agents; that is not confirmation it has restored Muse’s access. Insurify reversed its own block this week after introducing technology intended to ensure agents could present accurate offers.