Meta launched it’s AI agent “Muse” in America at the beginning of September 2026. Muse an AI, an intelligent agent that can do everything people do on the web. It can fill out forms, book and pay for things, read and write emails, all while running on a virtual machine and using its own browser. It has an accompanying agent “Sentinel” that checks and approves Muse’s outbound communications. Pretty cool. By mid-September 2026, Amazon had blocked it.
A recent Mastercard survey of 13,000 parent-and-teen pairs across 13 European markets together with Israel and the UK found that a third of all teenagers already use AI on a weekly basis to find and compare products and services, compared to a fifth of their parents. What’s more, more than a third say that they would happily hand over to a fully AI-run shopping assistant that chooses (and, crucially, pays for) products and services.
Well, yeah, whatever, I can hear you thinking, of coruse they do. But based on some workshops I’ve been in recently, I’m not sure if the implications of this transition are really being taken on board by strategists across commerce and finance. The transition to agent commerce is about much, much more than simply getting a bot to look around for the particular sneakers that you want and then pay for them while you do something more fulfilling. Even cursory examination of the nature of non-human customer relationships must lead to the inevitable conclusion that business models are about to change in a fundamental way
The shift in business model will be especially rapid in the world of financial services, because financaial services organisations provide heavily regulated, highly commoditised and functionally simple products that are easily compared. There is no difference between a savings account at Bank A and a savings account at Bank B. If you scour the small print, which most people never do, you might find out that at Bank A you can make two withdrawals every calendar month but at Bank B you can only make withdrawals every other lunar month, but you as a normal consumer pick them on price and convenience.
(I’m currently suffering for choosing price over convenience. I moved some money from let’s call it Bank B to Bank S to get a better rate on a savings account but then when I came back to it several months later I’d forgotten the password, made three wrong guesses and got myself locked out. When I called to unlock it they asked me for my memorable word. You can guess the rest. I’m still locked out until such time as I’m back in the UK during working hours and have nothing better to do than phone them up. You’d think that passkeys had never been invented.)
The always interesting Andrew Dresner writes about a colleague using an AI-enabled App to recommend which payment card to use for each specific purchase based on rewards and notes that “this kind of AI optimization ruins spend economics if widely adopted”. Indeed it does, so in a way I wasn’t surprise by his comment about a couple of big US issuers blocking the app just as Amazon responded to Meta by blocking Muse. But in a world of open banking, AI-turbocharged switching and competition for spend data, how long can even the biggest issuers hold out? Given the fact that premium cards with rewards may not be good value for money for many consumers, where is the sector headed?
You might be able to persuade me that I’ll look cool taking out a metal card (which, of course, I never actually do because I use my phone and the expensively-engineered metal card is at home in a drawer) but how will you persuade my AI agent to spend $1,000 on a premium card that only delivers $300 worth of value over the year? I’m pretty sure that any half-decent agent would stop me from using my airline co-brand card right away given that miles are next to worthless these days and get me to use a premium points card that will cost the merchants even more instead.
This isn’t just about credit card rewards. There are many different businesses built on models that simply do not work in an agentic commerce world, and Amazon’s is one of them. Amazon are smart, so they saw this coming some time ago. An agent that buys products for me can route purchases around Amazon’s sponsored listings, which are at the heart of a $50+ billion business, which is why Amazon raising the drawbridge and suing Perplexity and moving to block shopping agents (not only Muse). Yesterday I wanted to upgrade a new 2.5G Ethernet switch. There are a thousand places to buy one of these, but I did what I always do: logged in to Amazon, searched for it and bought it. I might have been able to get cheaper somewhere else, but I didn’t have to type in any of my details and I knew that it would arrive in the morning. My agent, on the other hand, would have searched for a good deal, checked reviews, entered delivery information, paid and tracked the package for me.
Gam Dias highlights an obvious threat to retailers and others in this model, which he labelled “refundable inventory as an option contract“. Once every customer has an agent, a refundable booking becomes an option contract: the holder consumes scarce capacity today at no cost while keeping the right to hand it back tomorrow. Revenue management systems were not built to price options.)
As Martin Peers wrote for The Information, it is somewhat ironic that Amazon, this generations great retail disrupter, is now faced with disruption. But it’s not only Amazon looking with trepidation at the shift to non-human bargain hunters and banks wondering what to do about machine customers: Big Tech hoards data and monetises it to astonishing degrees so Big Tech wants impregnable AI-proof redoubts too. There are plenty of people who would like to have agent trawl around Facebook. In fact, a decade back, an insurance company tried to do just that and Facebook blocked them: the company had planned to examine the Facebook accounts of customers for “personality traits” that would help them to set premiums.
(Among the things the insurer had planned to look for on customers’ Facebook pages were signs they were “conscientious and well-organised”. Ten years on, imagine what AI might find by browsing your pages.)