Quick Takeaways
- Meta says Muse is gaining traction: 10M+ people in the US and Canada activated it, and shopping was its most-used task.
- But businesses see little impact so far: DoorDash, Hilton, T-Mobile, and others report agent-driven orders, bookings, and cancellations remain tiny.
- Big fears, early evidence: Brands worry AI shopping agents could weaken loyalty and trigger price wars, but widespread disruption hasn’t arrived yet.
- Some are preparing anyway: Chipotle is fixing website hurdles that trip up agents—and says Muse’s launch modestly boosted agent orders.
Shopping’s New Intermediary
Meta’s Muse can handle online tasks, including shopping. Instead of searching store by store, users can ask the AI agent to find and buy items. Meta says more than 10 million people in the U.S. and Canada have activated Muse. More than a quarter used it to shop, and Meta says purchases averaged more than $200.
That sounds like a shift in how people buy. Yet interest does not guarantee widespread use.
Big Claims, Small Footprints
On earnings calls, companies across travel, food, finance and retail described little business from AI agents so far. DoorDash counted orders from Muse and similar tools in the hundreds. T-Mobile, Hilton, Ally Financial and eBay also reported minimal activity. Fitness chain Life Time said agents had caused no subscription cancellations.
Still, Wall Street has reason to watch. If shopping agents steer customers toward the cheapest option, brands could lose loyalty and face pressure on prices. For now, though, those risks look more like a forecast than a proven trend.
Businesses Prepare Anyway
Adoption remains early, but some companies are already adjusting. Chipotle found that agents sometimes struggled with loyalty discounts and orders placed after hours. The chain said Muse’s launch brought a single-digit percentage increase in agent-driven orders. It is now updating its website to make checkout easier for these tools.
That work could help customers, too. A smoother online order benefits people whether they use an AI agent or place the order themselves. For businesses, the opportunity is real — but so far, the disruption is not.
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