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
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."
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."
