Meta的Muse是最近几周最热门的关于公司收入的话题之一。 Meta声称，让用户将各种在线任务自动化的代理AI工具正在成为购物的主要力量，数百万人利用它平均购买超过200美元。
华尔街担心像缪斯这样的积极主动的购物助手会侵蚀品牌的忠诚，引发价格战争，挤压公司利润。 大约50家公司的主管人员，扩大旅行、网络供应商、食品和自存，事实上，许多人坚持说，如果真正广泛采用agents，他们将大都受益。
食品交付应用DoorDash描述来自Muse和其他agents的订单数量为"百强". T-Mobile表示，agents表示，酒店连锁店希尔顿更直接，称他们订房“无关紧要”。 银行业供应商Ally Financial将活动定性为“相当低级 ”，而eBay则称之为“非常，非常小 ”。
财经专家怀疑用户可能要求Muse放弃未使用的订阅和会员资格，公共存储和哈特福德保险集团提供了类似数据。 印度的送货应用巨头Eternal估计代理商为“接近于零 ”。
评论中留下了关于Muse,Instinct，以及其他流行AI agents的用户花钱之处的问题。 Meta首席执行官马克·扎克伯格(Mark Zuckerberg 称)本月在他的公司收入上称，美国和加拿大的1000多万人已经启动了Muse. 他补充说，超过25%的人将它用于购物，比其他任何任务都要多，而且超出了公司的期望。
Meta拒绝在收入呼吁说明之外发表评论，但指出与沃尔玛、Best Buy和Gap等10家零售商建立伙伴关系，以简化与Muse的购物。 许多人最后一次报告收入是在Muse 发布之前
在董事会中，执行官们承认agents还处于早期阶段。 但公众对于AI技术的极度焦虑使得公司从一开始就开始寻找任何可以学到的教训。
尽管接收速度似乎缓慢，但有些网站已经难以优化agents网站。 Chipotle首席数字军官Arlie Sisson本周告诉记者，餐厅连锁店发现agents因打嗝而难以完成采购，因为使用忠诚折扣或订购下班后。 Muse的初次代理订单增加了一位数字百分比，她称。 Chipotle正在整理其网站代码
Doordash也正在进行类似的讨论，尽管CEO和Meta董事会成员Tony Xu 称目前关于agents的胡言乱语可能是“幻觉”。 Costco and Extra Space Survey 称销售额源于Gemini和ChatGPT等AI聊天机器人，随着公司优化工具的在线内容而激增，因此他们计划为AI agents做同样的事情。
依赖agents可能代价高昂。 Zuckerberg 称 Meta计划向企业收取由Muse协助的交易费，他预测这一收入来源最终会超越公司的大规模广告业务。 InterContinental Hotels CEO Elie Maalouf在与Meta的会谈中采取了谨慎的态度。 称先生说，“我们还没有就最终的合作可能是什么情况得出任何结论”。
安全问题和错误的命令仍然是头等大事。 本周，美国银行成为最新的大银行，警告客户向AI助手提供登录信息。 “如果您确实分享了您的全权证书，请记住您要对访问中的活动负责，”首席客户护理官Ashley Ross在电子邮件中写道：
agents鼓励以损害利润的方式购买比较。 许多公司的管理人员解雇了notion。 他们建议，尽管人的参与程度较低，但产品质量、客户服务和品牌信任仍将是采购决定的因素。
agents上的悬索正在迅速演化。 Amazon上个月封锁了Muse，认为用户更喜欢自己的Alexa购物agent. 但这个星期零售巨头承认，它预期与agents以外的公司合作。 保险市场也封锁了Muse，但本周
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Meta’s Muse was among the hottest topics on corporate earnings calls in recent weeks. Meta has claimed that the agentic AI tool, which lets users automate various online tasks, is becoming a major force in shopping, with millions of people using it to make purchases of more than $200 on average.
Wall Street fears that proactive shopping assistants like Muse will erode brand loyalty, ignite price wars, and squeeze corporate profits. Yet on the earnings calls and in conversations with WIRED, executives across roughly 50 companies—spanning travel, internet providers, food, and self-storage—shrugged off immediate disruption. In fact, many insisted they would mostly benefit from any real widespread adoption of agents.
Food delivery app DoorDash described the number of orders from Muse and other agents as in the “hundreds.” T-Mobile remarked, “We haven’t seen anything of significance” from agents. Hotel chain Hilton was more direct, calling bookings from them “insignificant.” The banking provider Ally Financial characterized activity as “quite low,” while eBay termed it “very, very small.”
While financial experts have suspected that users may ask Muse to dump unused subscriptions and memberships, fitness chain Life Time Group said it has “seen zero” cancellations from agents. Public Storage and Hartford Insurance Group offered similar data. In India, the delivery app giant Eternal estimated agentic commerce as “close to zero.”
The comments leave questions about where users of Muse, Instinct, and other popular AI agents are spending their money. Meta CEO Mark Zuckerberg said on his company’s earnings call this month that more than 10 million people in the US and Canada had activated Muse. Over 25 percent used it for shopping, more than any other task and above the company’s expectations, he added.
Meta declined to comment beyond the earnings call remarks, but pointed to partnerships with 10 retailers including Walmart, Best Buy, and Gap to simplify shopping with Muse. Many of them last reported earnings before Muse launched and haven’t shared data about it yet.
Across the board, executives acknowledged agents are at an early stage. But immense public anxiety about AI technologies has left companies searching for any lessons they can from the outset.
Despite the seemingly slow uptake, some are already hard at work optimizing their websites for agents. Chipotle chief digital officer Arlie Sisson told reporters this week that the restaurant chain discovered agents struggling to complete purchases because of hiccups from applying loyalty discounts or ordering after-hours. Muse’s debut increased agentic orders by a single-digit percentage, she said. So Chipotle is now tidying up its website code to help agents better navigate and satisfy the hungry humans behind them.
Similar discussions are underway at Doordash, even though CEO and Meta board member Tony Xu said present hype about agents might be “delusional.” Costco and Extra Space Storage said sales originating from AI chatbots such as Gemini and ChatGPT are surging as the companies optimize their online content for the tools, so they plan to do the same for AI agents.
Reliance on agents could be costly. Zuckerberg said Meta plans to charge businesses a fee for transactions facilitated by Muse, and he predicted that this source of revenue would eventually top the company’s massive advertising business. InterContinental Hotels CEO Elie Maalouf is taking a cautious approach in ongoing talks with Meta. “We haven't come to any conclusions on what an eventual collaboration could look like, if any,” he said.
Security issues and errant orders remain top of mind. This week, Bank of America became the latest big bank to warn customers about giving login information to AI assistants. “If you do share your credentials, keep in mind that you're responsible for activity resulting from that access,” chief client care officer Ashley Ross wrote in an email.
There’s also the possibility that agents encourage comparison shopping in a way that hurts profits. Executives at many companies dismissed the notion. They suggested product quality, customer service, and brand trust would still factor into purchase decisions despite less human involvement.
Stances on agents are evolving quickly. Amazon blocked Muse last month, contending that users would prefer its own Alexa shopping agent. But this week the retail giant acknowledged that it anticipates working with outside agents. Insurance marketplace Insurify also blocked Muse but this week changed its mind after introducing technology to ensure agents could present accurate offers.
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