Meta’s Muse AI Agent Sees Minimal Impact on Businesses Despite Millions of Users
Executives at roughly 50 companies report negligible activity from AI shopping agents: DoorDash saw orders in the “hundreds,” while T-Mobile said “nothing of significance.” That contrasts with Mark Zuckerberg’s claim that 10 million+ people activated Muse in the US and Canada.
Meta’s AI shopping agent Muse has attracted millions of users since launching in 2026, but executives across dozens of companies say the tool has yet to produce meaningful disruption to their businesses — even as Wall Street braces for a potential shakeup.
In recent weeks, leaders from roughly 50 companies spanning travel, food delivery, banking, insurance, and self-storage addressed the topic on earnings calls and in conversations with WIRED. The picture that emerged was consistent: agent-driven activity remains negligible. Food delivery platform DoorDash said orders from Muse and similar agents numbered in the “hundreds.” T-Mobile reported it had seen “nothing of significance.” Hotel chain Hilton called agent-based bookings “insignificant,” Ally Financial described activity as “quite low,” and eBay characterized it as “very, very small.” In India, delivery app Eternal estimated agentic commerce at “close to zero.”
Fears that AI agents would trigger subscription cancellations also appear unfounded so far. Fitness chain Life Time Group said it has “seen zero” cancellations from agents, with Public Storage and Hartford Insurance Group reporting similar findings.
The muted corporate data stands in contrast to claims made by Meta CEO Mark Zuckerberg, who said this month that more than 10 million people in the US and Canada had activated Muse, with over 25 percent using it for shopping — more than any other task and above the company’s own expectations. Meta has also reported average purchases through Muse exceeding $200, and has announced partnerships with 10 retailers including Walmart, Best Buy, and Gap.
The disconnect raises questions about where Muse users are actually spending. Many of Meta’s retail partners last reported earnings before Muse launched and have not yet shared relevant data.
Some companies are already adapting. Chipotle chief digital officer Arlie Sisson said the chain found agents struggling with loyalty discounts and after-hours ordering, and that Muse’s debut lifted agentic orders by a single-digit percentage. Chipotle is now updating its website code to help agents navigate purchases more smoothly.
Executives broadly acknowledged that AI agents remain at an early stage, though the high level of public anxiety around AI has pushed companies to monitor developments closely from the start.