On October 6, Reuters reported that Citi counted 6.6 million downloads and 1.8 million daily users for Meta’s Muse, one month after its U.S. launch. That matters because Muse is not only answering questions: it can search, compare and transact while connected to services such as email, calendars, shopping and payments. The decision now facing marketers is whether to keep optimizing for a customer visit—or prepare for a journey in which an agent can narrow the choice and finis

Meta’s Muse can research, compare and purchase for users. What changes when marketing must persuade both people and the AI agents acting for them?

TikTok’s rejection of Meta’s advocacy ad shows why platform policy, message classification and channel resilience now belong in campaign strategy.