Meta's Muse Could Upend All Kinds of Businesses. It Hasn't Yet

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. Meta's Muse was among the hottest topics on corporate earnings calls in recent weeks. Meta has claimed that the agentic AI tool, which lets users automate various online tasks, is becoming a major force in shopping, with millions of people using it to make purchases of more than $200 on average. Wall Street fears that proactive shopping assistants like Muse will erode brand loyalty, ignite price wars, and squeeze corporate profits. Yet on the earnings calls and in conversations with WIRED, executives across roughly 50 companies--spanning travel, internet providers, food, and self-storage--shrugged off immediate disruption.