Meta Pushes Into Enterprise AI as Muse Tests Platform Access

Meta has launched an enterprise AI business as it seeks to cash in on vast spending on the technology. [1] Meta also wants its new Muse AI agent to become the gateway to users’ digital lives, although that depends on popular apps and services granting it access. [2] AI agents go beyond answering questions or creating images by taking multistep actions such as comparing prices, shopping, booking reservations and completing forms. [2]

Muse reached the top of Apple’s free App Store chart 10 days after its September 8 debut, with Meta’s broad internet presence and the app’s relatively easy interface largely driving its success. [2] Meta has partnered with Walmart, GameStop, Sephora, Expedia, OpenTable and Shopify to incorporate their services into Muse. [2] Amazon, by contrast, recently blocked Muse’s AI agent from accessing its store. [2]

Meta’s strategy now spans an enterprise AI business and a consumer agent designed to act across third-party services. Muse’s partnerships with Walmart, Shopify and others show one route to usefulness, while Amazon’s block demonstrates that access cannot be assumed. That split makes participating platforms—not just model capability—a defining constraint on what Muse can accomplish for users. What the sources don't address: how Meta will persuade resistant platforms to grant Muse access or structure the commercial terms of participation.