Overview
- Meta says more than 10 million people in the U.S. and Canada activated Muse after its early September launch and that shopping is the tool’s most common use.
- Amazon blocked Muse from its store in September and Amazon CEO Andy Jassy said on Thursday that few customers are buying through outside shopping agents because the experience is "still not great."
- Executives at DoorDash, T‑Mobile, Hilton and other companies report agent‑originated orders are negligible, often numbering only in the hundreds or described as "insignificant."
- Banks and security researchers have warned about the risks of giving agents account credentials, with Bank of America telling customers they remain liable for activity tied to shared logins and researchers finding exploitable flaws.
- Responses vary: some retailers are integrating Muse and testing site changes to help agents complete purchases while others are blocking access or adding technical guardrails, a split that will shape fees, ad exposure, and who controls payments.