Citigroup bets on Meta's Muse as AI's 'front door to the internet'
The brokerage said Muse is increasingly becoming the "front door to the internet," helping users search, compare and transact online, while Meta expands awareness and positions the product at the center of its broader AI strategy.
Meta has launched an AI agent called Muse, which is already influencing how one CEO shops. Leif Abraham, co-CEO of investing platform Public, says Muse has changed his purchasing habits, with many of his orders being fulfilled by Shopify instead of Amazon. Abraham, who works with niche, hard-to-find products, uses Muse to buy items that are difficult to find, like vintage wine and discontinued Levi's jeans.
Since Muse's launch, Abraham has been making more purchases directed by the AI agent, often with just a payment approval needed. He has even posted about the experience on X, calling the integration with Shopify a "win for Shopify." This shift in shopping behavior could potentially benefit Shopify, as Muse users increasingly buy directly from brands.
However, Amazon has blocked Muse from making purchases, potentially leaving money on the table if Muse shopping becomes more popular.
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