Meta’s Muse AI Agent Moves Beyond Ads Into Transactions

Muse matters less as a product than as a structural signal: Meta's revenue base is almost entirely advertising, and an agent that can compare prices and complete payments puts the company directly into transaction flow rather than just attention capture. That shift invites scrutiny from platforms whose inventories Muse would shop across, and raises the question of whether Meta becomes an intermediary others must accommodate. The open question is whether transaction revenue ever becomes material next to advertising, or whether Muse stays a defensive feature protecting the ad business.