Meta Muse reaches iPad: AI agents are calling on businesses

Meta has brought its AI assistant Muse to the iPad. According to Webrazzi, the company released a dedicated iPad app about a month after the iPhone and Android launches. Muse tracks email, meetings and invoices, and handles tasks such as bookings, grocery orders and shopping.

What can Muse do?

For Muse to do this, users must link their accounts on other services, which Meta calls connectors. Alongside the iPad app, Meta added Asana, Canva, Dropbox, Figma, QuickBooks, GitHub, Klaviyo, Zoom, Notion and Granola. Connectors for Meta ad accounts are also offered.

On the shopping side there are integrations with retailers such as Best Buy, Gap, Sephora, Walmart and Wayfair, so Muse can complete purchases there on the user's behalf.

Why do websites block AI agents?

Some websites mistake agents acting for a user for bots and cut off access. To address this, Meta is working with industry partners on an open standard: personal agents would identify themselves to businesses, and businesses could tell trusted agents from malicious bots. The report gives no details of the standard or a release date.

What should brands and e-commerce teams in Turkey do?

This report announces no launch in Turkey, but the direction is clear: shopping and booking are shifting towards flows where agents, not people, do the clicking. These steps are worth taking now:

• Review firewall and bot-protection rules; blocking all automated traffic blindly can also shut out a real customer arriving through an agent.
• Keep product, price, stock and booking information available as structured data (schema.org); agents will decide by reading the page.
• Keep cart and checkout flows quick and simple; a form an agent cannot complete is a lost sale.
• Track AI-sourced sessions separately in analytics, and be clear on who manages connector permissions for your Meta ad account.