Meta's AI tool sparks industry concerns amid slow adoption

Meta's Muse, an agentic AI tool, has sparked concerns across industries as it gains traction in shopping. Despite Wall Street fears of disrupted brand loyalty and profits, executives from 50 companies dismissed immediate threats, citing potential benefits. DoorDash, T-Mobile, and Hilton all reported minimal impact from Muse and similar agents. Meta claims over 10 million users in the US and Canada have activated Muse, with 25% using it for shopping. The company has partnered with retailers like Walmart and Best Buy to simplify the shopping experience. Executives acknowledge agents are in early stages, but some are optimizing websites for better integration. Chipotle is improving its site to handle agentic purchases, while Doordash and Costco are exploring AI tools for customer engagement. Meta plans to charge businesses for transactions via Muse, aiming to surpass its advertising revenue. Security concerns persist, with Bank of America warning against sharing login details with AI assistants. Despite potential price comparisons, companies argue product quality and brand trust will still influence purchases. Industry stances are shifting, with Amazon and Insurify initially blocking Muse but later reconsidering. As the landscape evolves, companies are navigating the balance between innovation and risk.