
Zuckerberg turns Meta's AI agent into a toll booth
The move
At Meta Connect's Sept. 23-24 sessions, Zuckerberg said Muse, Meta's AI agent, will stay free for a large number of tokens, then earn Meta a small fee on transactions it completes. Meta added PayPal support and shopping integrations with Walmart, Best Buy, Gap, Sephora, Wayfair and American Eagle, plus travel booking through Expedia and grocery orders via Instacart.
Why it matters
Meta is betting that owning the AI agent people shop through is worth more than ad revenue alone. The fee comes from merchants, not users, so wider Muse adoption compounds directly into Meta's revenue.
The bear case
The model depends on people trusting an AI agent to spend money on their behalf, and Meta hasn't said what the fee will be or when it starts.
What to watch
How many retailers and users actually adopt Muse checkout once it leaves the keynote stage.





