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Corporate leaders across multiple sectors report that Meta’s artificial intelligence assistant, Muse, has generated very little commercial volume, easing immediate Wall Street concerns over market disruption. While financial analysts had warned that autonomous shopping software could spark price wars and erode consumer loyalty, executives at roughly 50 firms told WIRED and stated on earnings calls that real-world transactions remain negligible.
Minimal Activity Across Sectors
Consumer-facing enterprises across food delivery, telecommunications, and hospitality noted that purchases driven by automated agents have barely registered. DoorDash recorded transaction counts in the “hundreds,” while hotel operator Hilton described bookings arriving via agents as “insignificant.” Telecommunications provider T-Mobile reported seeing nothing of significance, and similar assessments came from Ally Financial and eBay, which classified transaction volumes as “quite low” and “very, very small,” respectively. In India, food delivery firm Eternal calculated agent transactions as “close to zero.”
Anticipated waves of automated subscription cancellations have also failed to materialize. Fitness operator Life Time Group stated it has “seen zero” membership cancellations initiated by AI agents, with Public Storage and Hartford Insurance Group reporting comparable outcomes.
Adoption Figures and Corporate Adjustments
The modest activity reported by corporations stands in contrast to Meta’s user activation figures. Meta chief executive Mark Zuckerberg announced on an earnings call that more than 10 million individuals in the United States and Canada have activated Muse. He added that over 25 percent of those consumers used the assistant for retail purposes, exceeding internal expectations. Meta declined to comment further, pointing instead to retail agreements with brands such as Walmart, Best Buy, and Gap.
Despite the subdued start, several companies are modifying their systems to accommodate automated buyers. Chipotle chief digital officer Arlie Sisson said the restaurant chain is refining its website code after noticing agents struggled with loyalty discounts or off-hours ordering. DoorDash is evaluating similar adjustments, while Costco and Extra Space Storage are optimizing web content after observing rising sales originating from conversational models like ChatGPT and Gemini.
Monetization and Security Concerns
Meta intends to collect transaction fees on purchases completed through Muse, a business model Zuckerberg suggested could eventually outpace the company’s advertising revenues. Some potential partners remain noncommittal; InterContinental Hotels chief executive Elie Maalouf noted that discussions with Meta have not yielded any firm decisions regarding future collaboration.
Security and liability also remain central issues for financial institutions. Bank of America issued a notice advising clients against sharing account credentials with AI tools. Chief client care officer Ashley Ross wrote in a message to customers, “If you do share your credentials, keep in mind that you’re responsible for activity resulting from that access.”
Corporate policies regarding outside shopping agents continue to shift. Amazon, which initially blocked Muse in favor of its Alexa system, stated that it now anticipates integrating with external agents. Insurance marketplace Insurify similarly rescinded an earlier restriction on Muse after deploying system upgrades designed to ensure pricing accuracy.
