Are AI bots like Instinct and Meta's Muse going to shop for you? And what happens if they do?

Billy Odell Tucker-Robinson Founder & Host — Banking With Billy Network • Intelligence Network • Data Science • AI Research • World News
Published: 2026-09-17T15:27:58.226Z • Permanent link

Instinct, a digital shopping assistant developed by the AI startup, Instinct Labs, has been gaining attention for its ability to shop for users on their behalf. Meta, the parent company of Facebook and Instagram, has also launched its own shopping assistant, Muse, which can shop for users and provide personalized product recommendations. These AI-powered shopping assistants are being hailed as the future of retail, but what does this mean for consumers, brands, and the advertising industry? To get to the bottom of this story, I spoke with retail expert Jason Del Rey, who shared his insights on the impact of these AI-powered shopping assistants.

Instinct and Muse are not the first attempts at creating AI-powered shopping assistants. Companies like Google and Amazon have already experimented with similar technologies, but Instinct and Muse are the first to gain widespread attention for their ability to shop for users on their behalf. According to Del Rey, the key to Instinct and Muse's success lies in their ability to learn user behavior and preferences, allowing them to make personalized purchasing decisions. "These AI-powered shopping assistants are not just limited to browsing and searching for products," Del Rey explained. "They can also make purchases on behalf of users, which is a game-changer for the retail industry.

The impact of Instinct and Muse is being felt across the retail industry, from brands like Amazon and Walmart to smaller retailers and online marketplaces. For brands, the challenge is not just about competing with Instinct and Muse, but also about adapting to a new paradigm of retail. "Brands need to rethink their approach to retail," Del Rey said. "They need to focus on providing personalized experiences and recommendations that are tailored to individual users' needs and preferences." This requires significant investments in data analytics, machine learning, and customer experience.

The emergence of Instinct and Muse is not just a novelty; it has significant implications for the retail industry and the advertising landscape. For companies like Amazon, which has long been a leader in e-commerce, Instinct and Muse represent a new challenge. Amazon's business model is built on providing personalized product recommendations and experiences, but Instinct and Muse take this to a whole new level. "Amazon needs to be careful not to get complacent," Del Rey warned. "Instinct and Muse are changing the game, and Amazon needs to adapt quickly to stay ahead.

The impact of Instinct and Muse is also being felt in the advertising industry. With AI-powered shopping assistants able to make purchases on behalf of users, brands are facing a new challenge in terms of reaching consumers. "Brands need to rethink their approach to advertising," Del Rey said. "They need to focus on providing personalized experiences and recommendations that are tailored to individual users' needs and preferences." This requires significant investments in data analytics, machine learning, and customer experience.

The emergence of Instinct and Muse is part of a larger trend in the retail industry. The rise of e-commerce has led to a shift towards more personalized and experiential retail, with brands like Amazon and Walmart investing heavily in data analytics and machine learning. This has led to a new era of retail, where brands are focused on providing personalized experiences and recommendations that are tailored to individual users' needs and preferences.