Meta says its AI agent, Muse, is already being used by millions of people to shop online, with purchases averaging more than $200. However, comments from executives at about 50 companies suggest that agent-driven commerce remains limited, while businesses are beginning to adjust their websites and systems to accommodate automated shoppers.
Companies report limited activity from AI agents
Wall Street has raised concerns that aggressive shopping assistants such as Muse could weaken brand loyalty, intensify price competition and squeeze corporate profits. But executives from companies in travel, internet services, food delivery and self-storage told investors and WIRED that they have not seen signs of an impending disruption. Many said the biggest benefits may come from broader adoption of AI agents across their operations.
Food delivery company DoorDash said it had received “several hundred orders” from Muse and other agents. T-Mobile said it had “not seen anything significant,” while hotel chain Hilton described reservations made through agents as “insignificant.” Banking provider Ally Financial called the activity “fairly low,” and eBay said it was “very, very small.”
Some analysts have questioned whether users will ask AI agents to cancel unused subscriptions or memberships. Fitness chain Lifetime Group said it had received “zero” cancellations from agents. Public Storage and Hartford Insurance Group reported similar results. In India, delivery app giant Eternal estimated that commerce conducted through agents was “close to zero.”
Meta reports stronger consumer interest
The companies’ comments have raised questions about where users of Muse, Instinct and other popular AI agents are spending money. Meta CEO Mark Zuckerberg said on an earnings call this month that more than 10 million people in the United States and Canada had activated Muse. More than 25% of those users were shopping, he said, making it the most popular business use of the tool and exceeding Meta’s expectations.
Mehta declined to comment beyond the remarks made on the earnings call. Meta has partnered with 10 retailers, including Walmart, Best Buy and Gap, to simplify shopping through Muse. Many of those retailers last reported their revenue before Muse launched and have not yet disclosed data on its impact.
Executives generally acknowledged that agent-driven commerce is still in its early stages. However, widespread public concern about AI is prompting companies to gather as much information as possible about how the technology is being used.
Businesses begin optimizing websites for agents
Despite the apparently slow adoption, some companies are already working to make their websites easier for AI agents to navigate. Arlie Sisson, Chipotle’s chief digital officer, told reporters this week that the restaurant chain has found its employees struggling to complete purchases because of problems involving loyalty discounts and orders placed outside business hours.
Since Muse’s debut, orders placed through agents have increased by single-digit percentages, Sisson said. Chipotle is therefore cleaning up its website code so that agents can complete orders more reliably for the customers behind them.
Source: www.wired.com
