Meta is pushing its Muse AI agent as a one‑stop gateway for users to manage everyday online tasks—from comparing prices to booking reservations. The rollout has been swift: Muse topped the free‑app chart on Apple’s App Store within ten days of its September 8 debut and has already been downloaded more than 2.5 million times, according to Sensor Tower.
Major platforms resist integration
Despite Meta’s aggressive promotion, several key players have refused to let Muse access their services. Amazon blocked the agent, citing a lack of notice and concerns over how account data and credentials would be handled. The retailer also warned that agents would not be able to deliver Amazon’s personalized recommendations.
Resy, a restaurant‑reservation platform, similarly declined to permit “unapproved third‑party bots or agents” from accessing its system. After an attempt by a separate AI assistant to book hundreds of tables per hour, Resy locked the user’s account and warned that automated activity could compromise a fair reservation experience for diners.
Potential impact on online traffic and revenue
Industry analysts note that widespread use of AI agents could reduce direct web traffic to merchant sites, limiting opportunities for brands to learn about shopping habits or promote additional products. “You browse Amazon for that thing you’re looking for, but then you also see other things that you may end up buying,” said Mandeep Singh, senior analyst at Bloomberg Intelligence.
Meta’s CEO Mark Zuckerberg has indicated that the company eventually plans to charge a commission on transactions completed through Muse, which could further cut into merchant margins.
Business response and opportunities
Not all companies are shunning the technology. Expedia, Walmart, GameStop, Sephora, OpenTable and Shopify have already partnered with Muse, allowing the agent to pull their inventory and services into the app. Expedia’s vice president of enterprise alliances and AI, Kathryn Heinz, said the move helps the travel platform “show up wherever travelers are searching,” noting that roughly two‑thirds of Expedia’s traffic originates from its own sites.
Smaller and mid‑size brands may find Muse especially attractive, as the agent’s massive user base offers visibility to millions of potential customers without the need for extensive marketing spend.
Market reaction
Shares of travel‑related companies such as Airbnb, Expedia and TripAdvisor fell about 5 % after Meta announced the Muse updates, reflecting investor concern over the new competitive dynamics.
Analyst Francisco Jeronimo of International Data Corporation highlighted that Meta has been more vocal than other tech giants about using agents for shopping, giving it a perceived advantage in the emerging market.
Looking ahead
As AI agents become more capable, they could expand into other comparison tasks, such as evaluating insurance policies or mobile‑carrier plans, potentially making it easier for consumers to switch providers for better deals.
While some experts warn that the shift could diminish direct engagement between merchants and shoppers, others see AI agents as the next layer of the internet—an interface that could streamline transactions and broaden market reach for businesses willing to collaborate.
Original reporting: KEYT (Ventura/Santa Barbara) — read the source article.
