Meta’s personal AI agent Muse, launched on September 8, can search retail sites, compare prices, and autonomously complete purchases. The agent has surpassed 5 million downloads with over 3 million weekly active users, and Meta shares have surged more than 17% since its launch. Companies benefiting from consumer inertia have seen their stock prices decline, including Planet Fitness (-12%), Booking Holdings (-11%), SiriusXM (-8.6%), and Charles Schwab (-9%). Among retailers analyzed, TJX gained nearly 8% and Costco about 4% since Muse’s launch, thanks to their distinct value propositions that AI cannot easily replicate, such as TJX’s treasure hunt experience or Costco’s automatic price validation.
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