Key points
- Zuckerberg said more than 10 million people in the US and Canada have activated Muse, and over 25 percent use it for shopping, its top task.
- Executives at about 50 companies, including Hilton, DoorDash and eBay, described agent-driven orders as tiny or insignificant so far.
- Chipotle said Muse's debut lifted agentic orders by a single-digit percentage, and it is cleaning up site code so agents can finish purchases.
- Zuckerberg said Meta plans to charge businesses a fee on Muse-facilitated transactions; Amazon and Insurify, which blocked Muse, are now shifting stance.
Why it matters for marketers: Agent traffic is still small, but brands already see agents failing at checkout, so cleaning up site code and content now is a cheap hedge before volume and fees arrive.
Meta's Muse agent was a frequent topic on recent earnings calls, according to Wired. Mark Zuckerberg said more than 10 million people in the US and Canada have activated it, and more than 25 percent use it for shopping, more than any other task and above Meta's expectations.
Brands tell a quieter story. Executives at roughly 50 companies, across travel, telecom, food and self-storage, said they have seen little effect. DoorDash put Muse and other agent orders in the "hundreds," Hilton called bookings insignificant, and Life Time Group said it has seen zero cancellations from agents. Many of Meta's 10 retail partners, including Walmart, Best Buy and Gap, have not yet reported earnings since Muse launched.
For marketers, the lesson is about readiness more than volume. Chipotle found agents stumbling on loyalty discounts and after-hours ordering, and is fixing its site code. Costco and Extra Space Storage said sales from chatbots such as Gemini and ChatGPT are rising as they optimize content, and they plan to do the same for agents. Brand trust, service and quality, many executives argued, will still shape purchases.
Costs and risks are coming into focus. Zuckerberg said Meta plans to charge businesses a fee on Muse transactions and expects that revenue to eventually exceed advertising. InterContinental's CEO said talks with Meta have reached no conclusions. Bank of America warned customers they are responsible for activity if they share credentials with AI assistants.
Positions are shifting fast. Amazon, which blocked Muse last month, now says it expects to work with outside agents, and Insurify reversed its block after adding technology for accurate offers. Watch partner earnings reports for the first hard Muse data, and test your own checkout flows with agents.
Sources
This brief is our own summary. Read the full reporting at the source.
