Meta’s Muse has drawn attention as a shopping assistant, and the company says more than 10 million people in the US and Canada have activated it. Yet many businesses say orders and cancellations linked to AI agents remain small. That gap between reported interest and commercial activity leaves companies trying to prepare for a shift whose scale is still uncertain.
Interest has not yet translated into many orders
Meta CEO Mark Zuckerberg said on his company’s earnings call this month that more than 25 percent of Muse users used it for shopping, more than for any other task and above the company’s expectations. Meta also pointed to partnerships with 10 retailers, including Walmart, Best Buy, and Gap, intended to simplify shopping through Muse.
That account sits alongside reports from companies that have seen limited activity. DoorDash described orders from Muse and other agents as in the “hundreds.” T-Mobile said, “We haven’t seen anything of significance.” Hilton called bookings “insignificant,” Ally Financial described activity as “quite low,” and eBay said it was “very, very small.”
Some companies also reported little evidence of agents being used to cancel recurring services. Life Time Group said it has “seen zero” cancellations from agents; Public Storage and Hartford Insurance Group offered similar data. In India, Eternal estimated agentic commerce was “close to zero.” The reports do not explain where Muse users who shop through the tool ultimately spend their money.
Companies are fixing the paths agents use
Even with current activity low, some businesses are examining how their websites work when an agent tries to complete a purchase. Chipotle found that agents could struggle with applying loyalty discounts or placing orders after-hours. Chief digital officer Arlie Sisson said Muse’s debut increased agentic orders by a single-digit percentage. The company is tidying up its website code to make it easier for agents to navigate and complete orders.
DoorDash is also discussing the technology, though CEO and Meta board member Tony Xu called the present hype around agents “delusional.” Costco and Extra Space Storage said sales that begin through AI chatbots such as Gemini and ChatGPT are surging as they optimize online content for those tools. They plan to make similar changes for AI agents.
These steps show how businesses can prepare without assuming that agents are already a major sales channel. A purchase has to move through a website, including its discounts and ordering rules. If an agent cannot handle those steps smoothly, interest in shopping with it may not become a completed transaction.
Fees and trust could shape adoption
Meta expects to charge businesses a fee for transactions facilitated by Muse. Zuckerberg predicted that revenue from those fees would eventually exceed Meta’s advertising business. That prospect gives companies a financial reason to think carefully about how they work with the service, especially while the amount of agent-driven commerce remains unclear.
InterContinental Hotels CEO Elie Maalouf said talks with Meta had not settled whether the companies would collaborate. “We haven't come to any conclusions on what an eventual collaboration could look like, if any,” he said. His comments reflect a broader question for businesses: how to participate in a new sales channel while its terms and reach are still taking shape.
Security and mistaken orders are also concerns. Bank of America warned customers about giving login information to AI assistants. Chief client care officer Ashley Ross wrote, “If you do share your credentials, keep in mind that you're responsible for activity resulting from that access.” The warning highlights that using an agent can involve access to accounts, with responsibility for activity remaining with the customer.
Business positions are still shifting
Companies are also considering whether agents could make comparison shopping easier and put pressure on profits. Executives cited product quality, customer service, and brand trust as factors that could continue to influence decisions, even if people take a less direct role in the purchase process. The effect on pricing and loyalty remains a concern, rather than an outcome the companies say has already arrived.
Responses to Muse have changed as the market develops. Amazon blocked Muse last month, saying users would prefer its own Alexa shopping agent, then acknowledged this week that it anticipates working with outside agents. Insurify also blocked Muse, but changed its mind after introducing technology intended to help agents present accurate offers.
For now, companies are seeing an early and uneven market: Meta reports substantial user interest, while many businesses describe few transactions. Website adjustments, partnership decisions, and safeguards are underway, but the evidence in these reports does not yet show that AI agents have transformed shopping across the businesses contacted.