{
  "id": 17386098,
  "title": "Meta’s Muse Could Upend All Kinds of Businesses. It Hasn’t Yet",
  "url": "https://urgent.news/2026/10/31/metas-muse-could-upend-all-kinds-of-businesses-it-hasnt-yet-17386098",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-31T10:30:00.000Z",
  "source": {
    "name": "Wired Business",
    "slug": "wired-business",
    "url": "https://www.wired.com/story/metas-muse-could-upend-all-kinds-of-businesses-it-hasnt-yet/"
  },
  "original_language": "en",
  "account": "Meta's Muse, a proactive shopping assistant, has not yet significantly impacted businesses, despite fears it could erode brand loyalty and spark price wars. Executives from various industries, including travel, internet providers, food, and self-storage, stated they would mostly benefit from widespread adoption of agents, with only minimal disruption. Food delivery app DoorDash mentioned hundreds of orders from Muse, while Hilton and Life Time Group reported insignificant activity. Despite this, Meta CEO Mark Zuckerberg reported that over 10 million US and Canadian users had activated Muse, with more than 25 percent using it for shopping. Meta has partnered with 10 retailers to simplify shopping with Muse, and some companies, such as Chipotle, are optimizing their websites to better assist agents. However, security concerns and the potential for comparison shopping remain top of mind. Some companies, like Amazon, have blocked Muse, while others, like Insurify, have reconsidered their stance.",
  "summary": "Companies have spent the past several weeks trying to reassure investors that Muse and other AI agents pose more of an opportunity than a threat.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}