Meta recently launched Muse, a personal AI agent designed to execute multi-step tasks instead of just answering questions. It marks a shift in how consumers browse and buy online, and while it’s currently only available in the US, local rollouts usually follow close behind. Here’s what Muse could mean for your business, and how you can prepare.
What is Meta Muse?
Meta Muse is an AI agent built to execute multi-step tasks rather than just answer questions in a chat box. Unlike standard AI tools like ChatGPT, Muse uses its own secure web browser to navigate websites and connected Meta apps to complete the tasks you assign it. Additionally, as it’s connected to Meta apps like WhatsApp and Instagram, you don’t need to leave the app to assign it a task, so you can continue scrolling while it works in the background.
What tasks can Meta Muse do?
Here are some of Muse’s capabilities:
- Online shopping: You can give Muse a request, such as find me a linen dress under $120, and it will search the web, recommend items, build a shopping cart and complete checkout using secure single-use virtual cards.
- Automated marketplace sales: Muse can create Facebook Marketplace listings, respond to buyer enquiries and negotiate prices based on the instructions you give it.
- Social to cart automation: If you save a social post (like a recipe or a workout Reel), Muse can pull out the key details to auto-generate a shopping list, or add items to your shopping cart.
- General administration: Muse can draft emails, auto-populate web forms, and build end-to-end travel itineraries (including flights, accommodation, and dining), allowing you to review and approve everything in one place instead of navigating multiple tabs.
How Muse will change how people interact with your business online
Now that AI is transitioning from answering questions to executing tasks on behalf of consumers, the way people search, shop, and discover businesses online will also change. When Muse arrives in Australia, consumer interaction with local businesses will likely change in the following ways:
- Communicating via AI reps: Instead of contacting a business or filling out contact us forms, customers will send their AI agent to ask questions, check appointment availability, or handle routine customer service with your business.
- Automating bookings and follow-ups: Customers will use AI agents to schedule recurring appointments or to track deliveries without having to log into separate customer accounts. This could mean less direct interaction with your website.
- Price comparisons: Consumers could ask Muse to monitor a specific item or service, and when that item goes on sale, automatically add it to their shopping cart or purchase it on their behalf.
- Buying directly inside social feeds: Rather than saving an Instagram Reel or liking a post for later, customers will use Muse to immediately book the service or buy the item without leaving the app.
How to prepare
As our SEO Specialist, Erica Peach, recently explored, AI is rapidly changing how we search online, with visibility now hinging on one critical factor: trust. As AI agents can only synthesise facts or information that already exist on the web, it prioritises content that contains Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). This means the more your content demonstrates elements of E-E-A-T, the more likely AI is to recommend your business.
Here’s how your business can establish trust online:
- Update website information: Ensure your business and contact information is up-to-date, accurate and consistent across your website, social media accounts, Google Business Profiles, and Bing Places.
- Fix broken website links: Ensure your website links or online booking forms are working; if not, AI agents may overlook booking your service if it’s too hard.
- Demonstrate your personal expertise: First-hand knowledge makes your brand stand out to AI crawlers, so make sure to add your industry expertise into your content or share personal case studies.
- Showcase your trustworthiness: Show AI crawlers you’re real by sharing authentic customer stories, reviews and by keeping your social media channels active and up-to-date.
If you’re unsure of how your business can prepare for Meta Muse, or need support with your digital presence, please get in touch with our team.
