CNBC Daily Open: AI trade goes Meta after Muse launch

Meta's Muse AI, designed to streamline tasks and projects, has encountered an obstacle in the form of Amazon's refusal to allow the agentic AI to shop on its platform. Launched on September 8, Muse was originally advertised with the ability to purchase a stroller through online shopping. However, GeekWire reports that users attempting to shop with Muse on Amazon encountered a pop-up message stating that continued use by an unauthorized AI agent violates Amazon's Conditions of Use.

The dispute highlights a broader conflict within the AI industry concerning the ownership of consumer relationships in the digital shopping ecosystem. As both Visa and Mastercard have introduced infrastructure to support automated agents making purchases, the situation underscores tensions surrounding this emerging trend. Meta has not yet commented on the issue, while an Amazon spokesperson emphasized that third-party applications offering to make purchases on behalf of customers should operate transparently and respect service provider decisions.

Amazon's decision to block Muse is not unprecedented, as the company has previously taken legal action against other AI agents like Perplexity's Comet AI browser and has updated its robots.txt file to prevent ChatGPT agents from accessing its site. The spokesperson stated that blocking Muse is intended to ensure a safe and secure online experience, despite Meta's assertion that its AI agent does not have access to users' passwords or payment methods.

Amazon's own AI tool, Buy for Me, launched in April 2025, offers a similar service by enabling customers to purchase items from brand sites directly within the Amazon app. The removal of Meta's AI agent from shopping on Amazon may pose a significant challenge to the broader adoption of agentic AI in the e-commerce sector.