In just a few weeks Meta’s Muse personal AI agent has become the top free app on the Apple App Store, this despite ChatGPT, Claude and Gemini being what consumers in large part have been using to find things and get tasks done.
I view Meta’s Muse as having the potential to become the 3rd of the large Consumer Agents after ChatGPT and Gemini that will increasingly be how consumers get everything done including and importantly shop for products. As proof of that Shopify immediately opened the doors to Muse to complete entire shopping journeys including checkout and Amazon just as quickly blocked Meta from access to its product catalogs and checkout fearing erosion of consumers going to Amazon.com directly.
What we are starting to see is the bifurcation of Agentic Commerce into horizontal Consumer Agents and vertical Brand Agents for Commerce. Consumer Agents act on behalf of consumers helping them find, choose and transact and work hard to be brand neutral and provide as much choice as possible to consumers. Brand Agents on the other hand represent brands and retailers and essentially “market” their products to consumer agents.
I see 3 key actions brands and retailers should take to cater to this rapidly growing base of Consumer Agents:
- Build or buy and deploy “Brand Agents” via Agentic Commerce solutions that understand and can interpret, enrich and reframe your product catalogs to be machine and agent readable. Consumer agents need to not only be able to find your products but also match them up to conversations
- Create a machine readable version of your website using modern protocols like JSON-LD and MCP services. With Bot traffic approaching 50% for most sites, the easier you make it for Bots to read your website and understand your products, the more likely Consumer Agents will recommend your products
- Move the consideration and transaction closer to the Consumer Agents, ideally within them, this reduces/removes friction for consumers and with smooth the path to conversion. ChatGPT plugins/apps and Meta Business Agent. Both help provide rich product content consumers can use to make their final choice before purchasing.
Our mission at DaVinci Commerce is to help brands deploy Brand Agents that become the agent of choice for consumers and to ensure a brand’s products are discoverable, chosen and bought by Consumer Agents working on behalf of consumers.
