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

Judgment

InterContinental CEO Elie Maalouf must decide whether to keep Meta's Muse collaboration exploratory or commit to integration, weighing Meta's planned transaction fees and credential and errant-order risk against agent bookings that Hilton called insignificant and Muse's early shopping traction.

Basis

Zuckerberg said more than 10 million people in the US and Canada had activated Muse, and over 25 percent used it for shopping, above Meta's expectations; Meta says users make purchases of more than $200 on average. But executives across roughly 50 companies described agent volume as tiny: DoorDash said hundreds of orders, T-Mobile had not seen anything of significance, Hilton called bookings insignificant, Ally described activity as quite low, eBay termed it very, very small, Life Time said it had seen zero agent-driven cancellations, and Eternal estimated agentic commerce as close to zero. Zuckerberg also said Meta plans to charge businesses a transaction fee for Muse-facilitated sales and predicted it could eventually top advertising. That fee would tax agent-originated revenue and pressure margins, while credential sharing creates liability and comparison shopping can erode loyalty. Maalouf said InterContinental has not reached conclusions on any eventual collaboration, with security issues and errant orders top of mind; Bank of America warned customers they are responsible for activity after sharing credentials. Amazon blocked Muse then said it anticipates working with outside agents, and Insurify reversed its block after adding accuracy technology.