Businesses Downplay Meta Muse Impact as 10 Million Users Spur Website Optimization
Updated
Updated · WIRED · Oct 31
Businesses Downplay Meta Muse Impact as 10 Million Users Spur Website Optimization
3 articles · Updated · WIRED · Oct 31
Summary
Roughly 50 companies told investors and WIRED that Meta’s Muse has had little immediate commercial impact, with DoorDash seeing only “hundreds” of orders and Hilton, Ally, eBay and others describing activity as insignificant or near zero.
10 million users in the US and Canada have activated Muse, Mark Zuckerberg said, and more than 25% used it for shopping—fueling Wall Street fears that AI agents could weaken brand loyalty, intensify price competition and pressure margins.
Chipotle, DoorDash, Costco and Extra Space Storage are still adjusting for that possibility, optimizing websites and content after agents struggled with tasks such as loyalty discounts and after-hours ordering.
Meta is also pushing retailer partnerships and plans to charge fees on Muse-facilitated transactions, while companies remain wary of security risks, errant orders and the profit hit from easier comparison shopping.