Shopify, Hilton adapt APIs for Meta Muse and Instinct agents

Enterprises across multiple industries are reporting an emerging influx of traffic from personal AI agents like Meta's Muse and Instinct, viewing them as both a promising sales channel and a potential compliance challenge. While early traffic volumes generally remain low, companies such as Shopify, Hilton, and Rocket are adapting their data structures and APIs to accommodate AI-driven shopping and transactions. At the same time, executives highlight significant governance, authentication, and customer relationship concerns as autonomous agents increasingly interact with business systems. Open article →