Named Muse, the app, which uses Meta’s latest Muse Spark AI model, connects users to a range of services that its AI agent autonomously handles. That means handing over access to accounts across a user’s phone in exchange for Muse booking a vacation or handling restaurant reservations on their behalf. It’s the first major consumer AI agent push by Meta, and it’s catapulting the company for now, past its competitors.

Not everyone is rolling out the red carpet for Meta’s Muse, however. Amazon blocked Meta’s assistant from accessing its online store, saying that “continued access by an unauthorized AI agent violates Amazon’s Conditions of Use, to which our customers have agreed.” Amazon said Meta never asked for permission to access its site. Meta didn’t immediately respond to a request for comment, though the company announced it would partner with Shopify for some of Muse’s shopping features.

“It is only a matter of time before there is an Apple and Google version of Muse and possibly TikTok, in addition to the frontier LLM agents,” Nikesh Arora, chief executive at Palo Alto Networks, wrote on X. “Every app that is a services, marketplace or commerce app will need to existentially decide to open [Application Programming Interfaces] for consumer agents to interact. Smaller players have no choice. Either the consumer benefits or distribution aggregators will demand a higher transaction fare.”

Muse’s break-out success represents a much needed victory for Meta in the AI arena, following a series of struggles by the company to compete with frontier labs like OpenAI and Anthropic.

Muse’s fast-rising popularity, and Amazon’s reactionary block, show how quickly agentic technology is transforming the consumer space. Meta released Muse just as Anthropic and OpenAI released cheaper versions of some of their models. Apple also recently rolled out its revamped Siri as part of its newest iOS update.

The bigger questions raised by Muse’s release are who controls the shopping and user interfaces Meta is trying to access, and how major companies will agree to such access. For Amazon, Muse is a threat because it bypasses the usual process of humans visiting its website or app and seeing the advertisements that serve as a key profit driver.

Amazon has taken action against other companies over similar issues. Last year, it sued Perplexity over its Comet AI tool, which could access Amazon accounts much like Muse does. Amazon recently lost a ruling on that claim after the U.S. Court of Appeals for the Ninth Circuit found that users were ultimately choosing to access Amazon via Perplexity’s bot; Amazon is still fighting the issue.

Amazon has its own shopping agent, called Buy for Me, which performs tasks similar to Muse’s. The company has said brands can opt out of the feature, though doing so requires action, since brands are automatically opted in. CEO Andy Jassy has also said Amazon is exploring AI shopping agent partnerships with third-party companies.

Privacy is sure to be a key issue for consumers weighing assistants like Muse, which allow for personal touches—like the ability to name your assistant— but require access to sensitive information, such as bank accounts, to truly work on a user’s behalf.

Meta says user logins are kept secret and that online purchases use a one-time card number that hides a person’s actual card details. Still, Meta has been at the heart of previous privacy issues. Meta has faced multiple proposed class-action lawsuits related to its smart glasses, including one alleging that it sent some footage captured by the glasses, including highly personal material, to third-party human reviewers for annotation and AI development. Meta has disputed the allegations.

The rise of Muse is timely for Meta: CEO Mark Zuckerberg is expected to unveil updates to the company’s smart glasses at its annual Connect event in Menlo Park, Calif., on Wednesday.