Meta Platforms' (META) personal artificial intelligence agent, Muse, has drawn strong user interest, but its broad e-commerce adoption remains uncertain, Wedbush Securities said in a Thursday note.
Earlier this month, the Facebook and Instagram parent launched Muse at no cost to users with a usage limit.
Meta will charge a fee on transactions once users reach their free limit and want more, showing the goal is not to monetize through subscription, "but to maximize adoption around agentic commerce and transaction share," Wedbush analysts Ygal Arounian and Chase Tohanczyn said in the note.
Meta said Wednesday that it will add Muse to its AI glasses in the future for hands-free control. It plans to integrate the personal agent with companies like Walmart (WMT), Best Buy (BBY), Dick's Sporting Goods (DKS), Gap (GAP), and Wayfair (W), as well as PayPal (PYPL) for payments.
"Muse has seen strong early downloads, and is an impressive personal AI agent, in our view, but ultimate commerce share adoption is an outstanding question," Arounian and Tohanczyn said.
While the product has some use cases, the analysts are cautious on consumers' willingness to automate transactions through an agent.
"To date, consumers have been reluctant to move purchase behavior directly into chatbots," Arounian and Tohanczyn wrote.
There's also risk that not all retailers would embrace third-party agents, the brokerage said, citing Amazon's (AMZN) move to block Muse from completing purchases on its site.
Meta's shares were up 3.4% in Thursday trade. Wedbush has a neutral rating on Meta, with a $650 price target.
Anthropic and OpenAI have called for a slowdown in the pace of AI development amid safety risks.
"Muse can and will still make mistakes, but we expect they'll be much less frequent and cause much less damage due to the safety systems we've built in," Tarek Sheasha, Meta's software engineer, said in a blog post earlier this month.
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