Bernstein on agentic commerce and Meta Muse
A Bernstein report says Meta Muse can autonomously handle multi-step tasks like email, shopping and travel booking, and that agent-to-agent payments are the next trend, though merchant adoption remains the bottleneck.
Bernstein: Agentic commerce resurrection resulting in an unlikely winner? - GenAI traffic is now generating consistently higher % of total referrals - Though its driving much lesser traffic, the trend makes it very interesting - Multiple new models emerging to push this forwards - $META Muse is capable of autonomously execute multistep tasks across mails, shopping, travel booking - Anthropic Commerce agent enables companies to build consumer shopping agent & merchant side agents. - Adoption relies heavily on merchant adoption as top 10 merchants control 50% of e-commerce. - Agent to Agent payment is the next trend that is expected. - Right now its at PoC phase - Payments are the real messy differentiator and $V and $MA are working on setting up protocols for it - $GOOG is setting up UCP (universal Commerce protocol) My read: Network of trust is very difficult to establish and firms like Visa, Master $PYPL Stripe all have earned it. These players will continue to be key part of agentic commerce ecosystem. Card issuers might face some challenges though as the necessity of "physical card" is becoming less.