Just spent 10 hours straight at KeyBank’s Emerging Technology Summit with institutional investors in big tech. The #1 obsession? Agentic Commerce. The biggest DTC shopping shift in history. My POV and what's on everyone's mind 👇

If your conversion rate on Meta ads starts appearing way better after this Wednesday, October 28... it's not an algo improvement or your CRO team killing it. It's thanks to Meta's blanket update that goes into effect that auto-enrolls each of your active (& future ads) into "Product Browsing." Essentially Meta is just taking a portion of your users to a glorified catalog page within FB & IG prior to the users ever landing on your website. This filters out lower intent users and juices up conversion rate. It's no secret that Meta's conversion rate has been in free-fall for the past couple years... so is this update designed to improve ad performance or eradicate the fast-spreading conversion rate stigma? I imagine part of this has to do with Muse and how much it relies on the product catalog. This would force brands to pay more attention to it, while also feeding Muse more product-level first party data on its users. If you want to opt-out, either find the Meta email buried in your spam folder somewhere or just go into each ad and turn off "product browsing" within the "personalized destinations" section. Also still unclear if you could opt-out via Marketing API, so you may need to do this manually (which would be a real PITA). Never a dull day.

Meta partnership ads just crossed $15B run rate, up 97%+ YoY. Meta ads revenue grew just 26% YoY. Creator ads are growing nearly 4x faster. Really paints a clear picture on where brands should be focusing. Every brand scaling on Meta right now has one thing in common: they’re scaling creator partnerships. Creative has been the biggest bottleneck in paid social. With compute capabilities expanding on every platform, creative volume and diversity have been rewarded. Your in-house team can’t shoot 200 new ads in a week that look and feel different... but 50 different creators can. The smartest play is not to inflate internal teams to meet your creative needs... but to partner with creators on a variable cost basis. Here's what's working best: - small fixed payment per approved video - require (& pay for) multiple videos per creator - commission on sales generated from the content on every platform it's activated - bonuses on monthly contest winners - run as a partnership ad - activated on every paid social platform (Meta, TikTok, AppLovin, Snap) the second it's approved Pay for results, not headcount. Meta is telling you where to put your dollars. The brands that build creator supply chains now will own 2027 & beyond.

Just dug through Meta's earnings more... CPM and impressions growth are far worse for US & Canada. In Q3, US and CA CPMs were +23% YoY, while impressions only grew 8%. For Q4, expect your US and CA CPMs to be 20-25% higher YoY.

Meta just dropped the Muse data everyone's been waiting for. On earnings last night, Zuck gave the early read on consumer and agentic commerce adoption👇 10M+ ppl set up a Muse agent in ~6 weeks. For context, time to 10M US downloads:
Threads: under 22 days
Muse: 40 days
ChatGPT: 123 days
Grok: 211 days
Claude: 673 days Far faster adoption than every AI assistant. And they continue using Muse at a higher rate too: 30% are still using it a week later vs 19% for other AI assistants. While Threads got faster adoption than Muse, usage was far greater on Muse out the gate… more than 2x higher according to Zuck. 
And unlike Threads, Meta is monetizing Muse "sooner than Meta’s normal playbook." Perhaps most surprising is how it’s already being used for shopping: Shopping is the #1 use case: used by 25%+ of weekly users. 
Average purchase size: $200+ (however this includes travel which drives up AOV). This tells us that consumers are comfortable transacting at high amounts via Muse agent, a critical user behavior hurdle. Also promising: week 1 agent purchase volume came in so far above Meta’s forecast that Meta had to get Stripe to raise its credit limits. So people are really purchasing in Muse already… although I haven’t seen it penetrate DTC brands yet. Has anyone seen Muse revenue show up in their Shopify agentic dash yet? As you can see, Meta is determined to make Muse power commerce, it’s at the crux of their whole AI spending narrative. Anytime Meta is determined to make something work, trust me: chances are it will work. So this begs an important question: how do you scale your Muse mentions when consumers are looking for products you sell? @Profound pulled Muse's instructions:
1. Well-known merchants ranked first.
2. Your own store beats resellers when you're named 🙌 (contrary to other agents).
3. Catalogs supply ~95% of candidates but win only ~1/3 of the picks. AEO for Muse = brand demand + clean catalog + agentic checkout enabled. Meta is going to take a cut of every sale its agent closes. The only question is whether your brand is the one it picks.

Meta just reported Q3 earnings. Here's how much more expensive your CPMs will be in Q4. 📈 Meta's "average price per ad" is its blended CPM. Here’s how they’ve trended (YoY): Q4 '25: price per ad +6% | impressions +18% Q1 '26: price per ad +12% | impressions +19% Q2 '26: price per ad +12% | impressions +14% Q3 '26: price per ad +14% | impressions +10% Ad supply growth has nearly halved in 3 quarters, so CPMs keep climbing to fuel Meta’s ad revenue growth. The Q4 math: Meta guided Q4 revenue to $73B to $76B vs $59.9B last Q4. That's +22% to +27% YoY. If impressions grow ~10% YoY like Q3, price per ad lands around +11% to +15% YoY. Translation: plan for CPMs ~13% higher than last Q4. Before the BFCM spike. And that's a global average. Cheap APAC impressions drag it down. US DTC brands will likely pay far more. For the “CPMs don’t matter” crowd: in a vacuum they don’t, but if you have to bid significantly higher for the same target audience over time, Meta’s targeting algorithm (or your funnel) must improve proportionally or ad performance will simply regress.

Looks like Muse already rolling out the ability to have a human call on your behalf instead of an AI agent 🔥

X I need your help. Built this cart for the mentorship ebook in about 5 minutes with the new AI thing. Am I underselling myself at $800? Drop widget inspo so I can drag this AOV north of $1k.

New DTC influencer has entered the conversation 👶 Meet Leo Snow.
1 month old. Already understands channel diversification. Meta 🤝 AppLovin @Muse, your onesie is overdue.

Muse got promoted today

Starting to worry about Muse. The Cramer kiss of death.

Musecase of the day👇 Woke up w/ HVAC broken. Couldn’t find the guy’s contact who last came to work on the unit. Then I had Muse go search my Gmail inbox bc I couldn’t find it in Gmail’s shit search function or my iPhone contacts. Two minutes later, Muse found the vendor, saved the contact in my iPhone and texted to schedule my appointment for 12pm today. Painless.

Muse capping off Meta's generational comeback in the AI race.

If only Muse could figure out how to log me in to TikTok Shop & Meta each day without me needing to grab the 2FA's and solving origami puzzles, that would really be something else.

Not all heroes wear capes. Some wear red bikinis. Muse bringing $META back to life 📈

The people arguing with me on this statement are also likely the same people who gave 23andMe their entire genetic code 😂 23andMe sold your DNA for $20 a pop.

Is Meta in the midst of its best 7-day stretch in recent memory? With the launch of Muse, consensus sentiment feels like it’s never been this rosy. Makes you think back to all the earnings calls over the last few quarters where Meta got slaughtered for CAPEX. Comical to think that Zuck knew all along this is what it was leading up to. He’s sitting in a dark room somewhere chuckling… aMused. $META price targets are now skyrocketing for the same reason it was getting torched in the past. The stock is UNDERVALUED.

Soon your Muse will have its own email address so it can shamelessly act on your behalf to chase discounts 😂 Your human reputation stays clean while Muse handles the dirty work. Curious how this impacts how customer support treats Muse v human interactions.

Introducing Musecharm. Meta just announced that you’ll be able to talk to Muse through this little keychain. Releasing in December. This is brilliant. Meta keeps winning.