AI agents like Muse can shop for you. Here's what that means for retail stocks (www.cnbc.com)

Meta Platforms recently launched Muse, a groundbreaking AI personal shopping agent that autonomously searches for products, compares prices, and completes purchases, marking a significant evolution from traditional generative AI like ChatGPT. Muse swiftly gained prominence, topping Apple’s U.S. App Store charts with over 5 million downloads and significantly boosting Meta's stock by more than 17%. This decline of consumer involvement in shopping decisions raises important questions about purchasing dynamics in retail and could disrupt companies reliant on customer engagement for sales. The introduction of AI shopping agents, such as Muse, could shift the retail landscape, posing challenges for some companies while benefiting others. For instance, brands that have relied on active consumer engagement for pricing and product discovery may face declines, as seen in the stock performances of companies like Planet Fitness and Booking Holdings. Conversely, retailers like Costco and Amazon, with strong value propositions, may withstand the changes better. Amazon, although preventing Muse from directly purchasing from its platform, is developing its own AI shopping capabilities through Alexa. As AI tools become more central to consumer purchasing decisions, they may alter the advertising economics and customer relationships in retail, demanding adaptations from businesses to maintain loyalty and visibility in an evolving marketplace.