--- title: "M Stanley Says Meta Platforms, Inc. Muse to Reshape Retail Consumption Landscape, Bullish on Walmart Inc., Costco Wholesale Corporation" type: "News" locale: "en" url: "https://longbridge.com/en/news/300401129.md" description: "Morgan Stanley reports that Meta's new AI agent, Muse, poses a significant threat to agentic commerce, potentially reshaping the retail landscape. The broker warns of increased risks for auto dealers, food/home care businesses, and specific retailers like Expedia and Chewy due to potential disruption in advertising and traffic conversion. However, Morgan Stanley remains bullish on companies with strong competitive advantages, such as Walmart, Costco, Amazon, and Nike, believing they can defend or expand market share despite the technological shift." datetime: "2026-09-29T08:10:10.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/300401129.md) - [en](https://longbridge.com/en/news/300401129.md) - [zh-HK](https://longbridge.com/zh-HK/news/300401129.md) generator: "portal-rs" --- # M Stanley Says Meta Platforms, Inc. Muse to Reshape Retail Consumption Landscape, Bullish on Walmart Inc., Costco Wholesale Corporation Morgan Stanley issued a research report stating that Muse launched by Meta Platforms, Inc. (META.US) has elevated the risks of agentic commerce to a new level. Its product capabilities combined with Meta's vast consumer data make it the most credible agentic threat so far. The broker believes previous AI agents had limited impact on commerce and advertising, but this time is different and is expected to reshape the retail consumption landscape. Penske Automotive Group, Inc. (PAG.US) , Group 1 Automotive, Inc. (GPI.US) , Sonic Automotive, Inc. (SAH.US) and other auto dealers, as well as food/home care businesses, Expedia Group, Inc. (EXPE.US) , Chewy, Inc. (CHWY.US) and Planet Fitness, Inc. (PLNT.US) are expected to face greater risks. M Stanley is currently positive on cruise operators, Walmart Inc. (WMT.US) , Costco Wholesale Corporation (COST.US) , Wayfair Inc. (W.US) , Nike, Inc. (NKE.US) , On Holding AG (ONON.US) , Meta, Amazon.com, Inc. (AMZN.US) , eBay Inc. (EBAY.US) , Starbucks Corporation (SBUX.US) , McDonald's Corporation (MCD.US) , Carvana Co. (CVNA.US) , AB InBev, Campari and MercadoLibre, Inc. (MELI.US) . The broker believes Muse will have relatively limited disruption on the commerce side, as transactions will ultimately still be driven by price, speed and product categories. Retailers with competitive advantages may defend or even expand market share. However, the advertising segment is expected to face greater impact, as retailers may directly pay partners or agents to achieve better traffic conversion. M Stanley believes Amazon.com, Inc. (AMZN.US) is well-positioned in the market and is expected to eventually reach a cooperation agreement with Muse. 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