在最近几周的企业财报电话会议上，Meta的Muse是最热门的话题之一。Meta声称，这款能让用户自动化处理各种在线任务的智能体AI工具正在成为购物领域的一股主要力量，已有数百万人使用它进行平均超过200美元的消费。
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.
华尔街担心，像Muse这样主动的购物助手会侵蚀品牌忠诚度、引发价格战并挤压企业利润。然而，在财报电话会议以及与《连线》杂志的交谈中，涵盖旅游、互联网服务、食品和自助仓储等大约50家公司的管理人员对这种即时颠覆不以为然。事实上，许多人坚称，他们将从人工智能智能体的任何真正广泛普及中获得最大收益。
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. In fact, many insisted they would mostly benefit from any real widespread adoption of agents.
来自Muse和其他智能体的订单数量被外卖应用DoorDash形容为“数百”单。T-Mobile评论称，他们还没有从智能体身上看到“任何显著的影响”。连锁酒店希尔顿则更为直接，称来自这些智能体的预订量“微不足道”。银行服务商Ally Financial将相关业务活动描述为“相当低”，而eBay则称其“非常非常少”。
Food delivery app DoorDash described the number of orders from Muse and other agents as in the “hundreds.”T-Mobile remarked, “We haven’t seen anything of significance” from agents. Hotel chain Hilton was more direct, calling bookings from them “insignificant.”The banking provider Ally Financial characterized activity as “quite low,” while eBay termed it “very, very small.”
尽管金融专家曾怀疑用户可能会要求Muse退订闲置的订阅和会员服务，但健身连锁企业Life Time Group表示，他们“看到零”由智能体引起的取消情况。Public Storage和哈特福德保险集团也提供了类似的数据。在印度，送货应用巨头Eternal估计，智能体商业“接近于零”。这些言论引发了人们对Muse、Instinct和其他流行AI智能体用户究竟把钱花在哪里的疑问。
While financial experts have suspected that users may ask Muse to dump unused subscriptions and memberships, fitness chain Life Time Group said it has “seen zero” cancellations from agents. Public Storage and Hartford Insurance Group offered similar data. In India, the delivery app giant Eternal estimated agentic commerce as “close to zero.”The comments leave questions about where users of Muse, Instinct, and other popular AI agents are spending their money.
Meta首席执行官马克·扎克伯格本月在公司的财报电话会议上表示，美国和加拿大已有超过1000万人激活了Muse。他补充说，超过25%的用户将其用于购物，这一比例高于任何其他任务，也超出了公司的预期。
Meta CEO Mark Zuckerberg said on his company’s earnings call this month that more than 10 million people in the US and Canada had activated Muse. Over 25 percent used it for shopping, more than any other task and above the company’s expectations, he added.
Meta拒绝就财报电话会议上的言论发表进一步评论，但指出了与沃尔玛、百思买和Gap等10家零售商的合作，旨在通过Muse简化购物。其中许多零售商在Muse推出之前就发布了最近的财报，尚未分享相关数据。
Meta declined to comment beyond the earnings call remarks, but pointed to partnerships with 10 retailers including Walmart, Best Buy, and Gap to simplify shopping with Muse. Many of them last reported earnings before Muse launched and haven’t shared data about it yet.
总的来说，高管们承认智能体正处于早期阶段。但公众对AI技术的巨大焦虑使得企业希望从一开始就汲取任何可能的教训。
Across the board, executives acknowledged agents are at an early stage. But immense public anxiety about AI technologies has left companies searching for any lessons they can from the outset.
尽管采用率似乎很慢，但一些公司已经在努力为其网站进行智能体优化。Chipotle首席数字官阿利·西森本周告诉记者，这家连锁餐厅发现，由于应用忠诚度折扣或在非营业时间订购时出现的小故障，智能体在完成购买时举步维艰。她表示，Muse的推出使智能体订单量实现了个位数百分比的增长。因此，Chipotle目前正在整理其网站代码，以帮助智能体更好地浏览并满足其身后饥肠辘辘的人类的需求。
Despite the seemingly slow uptake, some are already hard at work optimizing their websites for agents. Chipotle chief digital officer Arlie Sisson told reporters this week that the restaurant chain discovered agents struggling to complete purchases because of hiccups from applying loyalty discounts or ordering after-hours. Muse’s debut increased agentic orders by a single-digit percentage, she said. So Chipotle is now tidying up its website code to help agents better navigate and satisfy the hungry humans behind them.
类似讨论也在DoorDash进行，尽管首席执行官兼Meta董事会成员托尼·徐表示，当前关于智能体的炒作可能是“妄想”。Costco和Extra Space Storage表示，源自Gemini和ChatGPT等AI聊天机器人的销售额正在飙升，因为这些公司正在为这些工具优化其在线内容，因此他们计划对AI智能体采取同样的做法。
Similar discussions are underway at Doordash, even though CEO and Meta board member Tony Xu said present hype about agents might be “delusional.”Costco and Extra Space Storage said sales originating from AI chatbots such as Gemini and ChatGPT are surging as the companies optimize their online content for the tools, so they plan to do the same for AI agents.
对智能体的依赖可能会付出高昂的代价。扎克伯格表示，Meta计划对Muse促成的交易向企业收取费用，他预测这一收入来源最终将超过该公司庞大的广告业务。洲际酒店集团首席执行官埃利·马卢夫在与Meta正在进行的谈判中采取了谨慎态度。他说：“对于最终的合作会是什么样子（如果有的话），我们还没有得出任何结论。”
Reliance on agents could be costly. Zuckerberg said Meta plans to charge businesses a fee for transactions facilitated by Muse, and he predicted that this source of revenue would eventually top the company’s massive advertising business. InterContinental Hotels CEO Elie Maalouf is taking a cautious approach in ongoing talks with Meta. “We haven't come to any conclusions on what an eventual collaboration could look like, if any,” he said.
安全问题和错误的订单依然是人们最关心的问题。本周，美国银行成为最新一家警告客户不要向AI助手提供信息的各大银行。首席客户服务官阿什利·罗斯在一份文件中写道：“如果您确实分享了您的凭据，请记住，您需要对该访问所带来的活动负责。”此外，智能体还可能以损害利润的方式鼓励比价购物。许多公司的管理人员对这种说法不以为然。他们暗示，尽管人类参与减少，但产品质量、客户服务和品牌信任仍将是购买决策的考量因素。
Security issues and errant orders remain top of mind. This week, Bank of America became the latest big bank to warn customers about giving information to AI assistants. “If you do share your credentials, keep in mind that you're responsible for activity resulting from that access,” chief client care officer Ashley Ross wrote in an There’s also the possibility that agents encourage comparison shopping in a way that hurts profits. Executives at many companies dismissed the notion. They suggested product quality, customer service, and brand trust would still factor into purchase decisions despite less human involvement.
对智能体的立场正在迅速演变。亚马逊上个月屏蔽了Muse，坚称用户会更喜欢它自己的Alexa购物助手。但本周这家零售商承认，它预计将与外部智能体合作。保险交易平台Insurify也曾屏蔽Muse，但本周在引入确保智能体能够提供准确报价的技术后改变了主意。
Stances on agents are evolving quickly. Amazon blocked Muse last month, contending that users would prefer its own Alexa shopping agent. But this week the retail giant acknowledged that it anticipates working with outside agents. Insurance marketplace Insurify also blocked Muse but this week changed its mind after introducing technology to ensure agents could present accurate offers.