Meta Muse stirs fears AI agents could obsolete search ad spending, a Google risk
firstadopter · x · 2026-09-23
With Meta Muse gaining traction, investor firstadopter argues that if AI agents become the next demand generator, much of today's search ad spending may no longer be necessary—a thesis he laid out two months ago in his bearish take on Google. Ben Thompson also wrote about the Muse/agent risk to Google the same morning.
He cites Morgan Stanley: Expedia (EXPE) spends over 5% of bookings on performance marketing—the highest among the three major OTAs—with the majority going to search, precisely the channel most exposed to agent-driven disruption.
Related event: Meta Muse Sparks Debate: AI Shopping Agents Could Reshape Search Ads(2 posts)→
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