Meta's Muse AI Agent Challenges App Gatekeepers, Targets Small Businesses

Meta launched Muse, an AI agent designed to perform multi-step tasks like shopping and booking reservations across the internet. Unlike standard chatbots, Muse takes actions on behalf of users, provided partner services grant access. The app quickly topped Apple's free chart after its September 8 debut, leveraging Meta's vast social media reach.

Amazon recently blocked Muse from accessing its store, highlighting a looming conflict over AI intermediaries. Analysts suggest businesses face a dilemma: partner with Meta and risk platform irrelevance, or refuse and lose access to billions of potential customers. Shares of Airbnb, Expedia, and TripAdvisor fell roughly 5% following Meta's updates.

“She looked at my social media handles and revamped my brand guidelines. She overhauled my website.”

Simultaneously, Meta introduced Muse for Small Business, a variant aimed at automating administrative tasks like ad creation and financial analysis. Early testers, including a grocery owner in Iowa and a clothing brand CEO in Ohio, reported the assistant overhauled websites, managed email flows, and drafted business strategies. Meta has partnered with Walmart, GameStop, Sephora, Expedia, OpenTable, and Shopify for the consumer version.