Meta is preparing to launch its AI assistant Muse in the UK "within weeks," Retail Gazette reported. According to the trade outlet, Meta is reportedly lining up partnerships with retailers so British shoppers can use the agent to find and buy products directly from their websites. Senior Meta executives are expected to attend the launch, though no official date has been confirmed.
Muse can research products, complete purchases, book transport, pay bills and manage emails for users. It launched in the US and Canada in September and has since expanded to markets including Japan, Singapore and Mexico. Retail Gazette reported that it has more than 11 million users, that shopping is its most popular function and that around a quarter of North American users have reportedly made purchases with it. Meta CEO Mark Zuckerberg has described Muse as one of the company's most successful launches.
Muse will be free for most consumers, with subscriptions for heavier users, and Meta plans to earn fees on transactions it handles, the outlet reported. Meta has announced partnerships with US retailers including Walmart, Best Buy, Gap and Sephora, while Amazon blocked Muse from its site in September, citing unauthorized access and customer security. The UK Information Commissioner's Office has opened a call for evidence on agentic AI, including how businesses should manage personal information when agents act for consumers.