An October 31, 2026 report by WIRED described a mixed early picture for Meta Muse’s commercial impact: many companies saw little agent-driven activity, while DoorDash and Chipotle reported measurable signals. Those company accounts track different things, from orders to cancellations, so they do not add up to a single measure of adoption.
What business impact has Muse shown so far?
WIRED reported comments from executives at roughly 50 companies in travel, internet service, food and self-storage. T-Mobile said agent activity had not been significant; Hilton described agent bookings as insignificant, while Ally Financial and eBay characterized activity as quite low or very small. Life Time Group reported zero agent-driven cancellations.
DoorDash described orders from Muse and other AI agents in the hundreds. Chipotle’s chief digital officer, Arlie Sisson, said agent-driven orders rose by a single-digit percentage after Muse’s debut. Sisson also described problems with loyalty discounts and after-hours ordering. The DoorDash figure combines agents, while Chipotle’s is a percentage change in orders. Neither is a common industry-wide adoption measure.
What Meta’s shopping figures count
Meta CEO Mark Zuckerberg said more than 10 million people in the United States and Canada had activated Muse. He also said more than 25% used it for shopping, its most-used task. Meta separately claimed that Muse-assisted purchases averaged more than $200. Activations, shopping use, purchase value and business order counts describe different measures; shopping interest alone is not a count of completed purchases.
How Muse payments work and when approval is required
Stripe says U.S. consumers can connect Link to Muse. At businesses that accept Link, Muse can use a preferred payment method saved in Link. At other businesses, Link can issue a single-use virtual card for an approved purchase. Stripe says the buyer approves the transaction total in Muse, and Muse does not see the underlying payment details. Stripe’s description of Link and Muse outlines both payment routes.
| Payment route | Merchant condition | Payment method | Approval |
| Saved Link payment | Business accepts Link | Preferred payment method saved in Link | Buyer approves the purchase total in Muse |
| Single-use virtual card | Other businesses | Link issues a single-use virtual card for the approved purchase | Buyer approves the purchase total in Muse |
Meta says Muse must ask for approval before completing a purchase. Its help page also says shopping availability varies by location, merchant and checkout flow, and that users are responsible for transactions made on their behalf. Meta’s payment guidance describes those conditions.
Retail connections and business preparations
Meta cited 10 retail partners, including Walmart, Best Buy and Gap. On September 22, 2026, Instacart announced a planned Muse connector intended to bring its grocery infrastructure into the assistant.
Costco and Extra Space Storage told WIRED that sales originating from AI chatbots such as Gemini and ChatGPT were surging as they optimized online content for agents. Those remarks concerned chatbot-originated sales, rather than Muse-specific orders.
What shoppers say about the grocery workflow
Individual Walmart+ accounts describe different experiences. One Reddit user said they finished a grocery list manually about seven minutes before Muse finished, and that Walmart’s Sparky was faster in the same informal comparison. That user’s account contrasts with another user’s report that a Muse-built Walmart+ cart took about a minute to review before purchase. The second account describes a quicker review step. These are personal accounts, not a measure of typical performance.
For a task-level example beyond grocery shopping, NeoTeo previously covered three money-related tasks Muse researched.
