Meta’s Muse Could Upend All Kinds of Businesses. It Hasn’t Yet (www.wired.com)

Meta's Muse, an AI tool designed for automating online shopping, is generating significant buzz in the business community, particularly during recent earnings calls. Meta reports that over 10 million users in the U.S. and Canada have activated Muse, with 25% leveraging it for shopping, well above expectations. Yet, while this proactive shopping assistant has the potential to disrupt traditional retail and e-commerce by fostering price comparisons and eroding brand loyalty, many companies, including DoorDash and Hilton, contend the current impact is minimal. They noted that interactions and sales stemming from agents remain low, with some even claiming no observable effects on their subscription cancellations. Despite the cautious optimisms of executives, there are movements underway to prepare for potential shifts brought by AI agents. Companies like Chipotle and DoorDash are revising their websites and services to enhance usability for AI-driven shopping, eager to tap into this new paradigm. Moreover, Meta's plans to monetize Muse through transaction fees signal a future where AI agents could become a substantial revenue stream. However, concerns about security and customer trust linger, prompting industry leaders to weigh both the risks and benefits of integrating AI into their operations. As businesses navigate these evolving dynamics, there is a palpable blend of excitement and wariness about the capabilities and implications of AI in commerce.