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

- URL: https://talkfuse.com/story/metas-muse-could-upend-all-kinds-of-businesses-it-hasnt-yet/
- Published: 2026-10-31T10:30:00+00:00
- Updated: 2026-10-31T11:20:43+00:00
- Original publisher: Wired
- Original article: https://www.wired.com/story/metas-muse-could-upend-all-kinds-of-businesses-it-hasnt-yet/
- Topics: AI, Technology

## Key points

- Businesses report little sales impact from AI shopping agents so far.
- Meta says over 10 million people activated Muse in the US and Canada.
- Some companies are adapting websites while weighing fees and security risks.

## Summary

Executives across about 50 companies say AI shopping agents such as Meta’s Muse have yet to cause significant changes to sales, bookings or subscriptions. Their comments challenge fears that agents will quickly weaken brand loyalty, trigger price competition and cut profits, though the technology’s early adoption is attracting close attention.

Meta says more than 10 million people in the US and Canada have activated Muse, and over a quarter have used it for shopping. DoorDash reported orders from agents in the hundreds, while Hilton called bookings insignificant; Chipotle said Muse’s launch lifted agent orders by a single-digit percentage and is improving its website to make purchases easier. Companies also cite security concerns, possible mistaken orders and Meta’s planned transaction fees, while some report rising sales from other AI chatbots.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.