Interview. How Meta's Muse Changed the AI Debate with MBI.

AI agents like Muse are fundamentally shifting consumer behavior by moving beyond simple search to "proactive commerce," where agents anticipate needs and automate complex transactions. This shift poses significant risks to traditional online travel agencies and marketplaces that rely on high-margin advertising and direct traffic. Airbnb faces particular vulnerability due to its reliance on organic traffic and lack of a loyalty program, while Booking.com remains slightly more insulated through existing rate parity clauses and a robust loyalty system. Similarly, food delivery platforms like DoorDash maintain a degree of resilience due to the complexity of their three-sided delivery networks, whereas ride-hailing services face heightened disruption from both AI-driven price checking and the emergence of autonomous vehicle competitors. Ultimately, these AI-driven changes threaten to compress earnings growth and force a re-evaluation of long-term business models across the digital economy.