Muse’s 2 Million Users Are Shopping Under a Borrowed Identity. The Detection Layer Is Catching Up.

Autonomous software agents were expected to handle shopping, travel, and financial planning. The reality, as shown by Meta’s Muse, is a scramble to identify the source of automated traffic. While the industry promotes agentic commerce , the infrastructure layer is currently managing unverified automated activity. The arrival of Muse on September 8 triggered a surge in traffic across the digital economy. By October 5, 2026, Muse reached approximately 2.18 million daily active users in the U.S. According to Cequence Security , traffic matching Muse appeared at more than half of the customers they studied within two weeks. This activity spanned financial services, retail, travel, and software sectors. For merchants, this represents an influx of automated activity that bypasses traditional security protocols.

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