Meta新推出的AI助手迅速走红,但反对声已悄然来袭

Meta’s New AI Agent Is an Instant Hit—and the Backlash Has Already Begun2026-09-23·1047 words·难

Meta Platforms appears to have a hit AI product on its hands, but the company’s path to ultimate domination in this next chapter of consumer AI use is anything but assured.

Meta Platforms眼下似乎手握一款爆火的AI产品，但该公司想要在消费级AI应用的下一发展阶段拿下绝对主导地位，前路远非十拿九稳。

Two weeks ago, Meta launched a new, easy-to-use personal AI agent called Muse. The app, which is how users access the agent, has been sitting at No. 1 on Apple’s U.S. App Store since Friday, sending Meta’s stock up 11% Monday.

两周前，Meta推出了一款名为Muse的全新易用型个人AI代理。用户可通过这款应用访问该AI代理，自上周五起它就一直占据苹果美国区App Store榜首位置，受这一利好带动，Meta股价周一上涨了11%。

But it is already facing scrutiny over privacy concerns. Amazon.com in recent days blocked Meta’s AI agent from shopping on its site, and analysts say competitors are expected to launch their own versions of Muse in the near future.

但这款产品目前已经因隐私相关问题受到各方密切关注。近日，Amazon.com已屏蔽Meta的AI Agent，禁止其在自家站点上执行购物操作；分析师表示，预计竞争对手将在不久的将来推出各自版本的Muse。

If Meta can hold on to its initial momentum, it stands to benefit massively from a product that could access large swaths of users’ data—from text messages to emails to their calendars—at a time when investors want to see greater returns from the company’s multibillion-dollar spending spree.

如果Meta能维持住当前的先发势头，这款可访问用户短信、邮件、日历等海量数据的产品将为其带来极为可观的收益，眼下投资者正迫切希望看到该公司数十亿美元的大手笔投入能兑现更高的回报。

One estimate from Truist Securities projects that Muse could add $28.5 billion of incremental revenue for the company by 2030.

据Truist Securities的一项估算，Muse到2030年有望为该公司带来285亿美元的增量营收。

“I don’t know whether it’s sustainable because if we learn anything from this space, give Google and OpenAI a couple weeks and they’ll duplicate whatever is out there,” said Truist analyst Youssef Squali. “At least, as of now, I think the narrative around Meta has been changing.”

Truist分析师Youssef Squali表示：“我不确定这种势头能否持续，毕竟从该领域的过往经验来看，只要给Google和OpenAI几周时间，市面上任何已推出的成果他们都能复刻出来。” “至少就目前而言，我认为市场围绕Meta的整体叙事已经发生了转变。”

Here is a look at the hurdles Meta needs to navigate for Muse to succeed.

我们不妨来盘点一下，Meta若要让Muse取得成功，需要跨过哪些难关。

Muse becomes more useful as the person using it gives the AI agent more access to their life, including emails, text messages and calendars. Many people are nervous about handing the passwords over for those accounts, both in general and especially to Meta, analysts say.

使用Muse的用户向该AI Agent开放更多个人生活访问权限，包括邮件、短信和日历的访问权限后，Muse的实用性就会进一步提升。分析师表示，许多人对交出这些账户的密码心存顾虑，整体上本就持谨慎态度，尤其不愿意将密码提供给Meta。

An Oppenheimer & Co. survey of U.S. consumers found that only 8% of them would trust Meta with their passwords, compared with 30% who felt comfortable giving them to Google.

Oppenheimer & Co.针对美国消费者开展的一项调查显示，仅有8%的受访者愿意将自己的各类账户密码交由Meta保管，相比之下，有30%的受访者放心把密码交给Google。

Still, Muse has been downloaded more than 2.5 million times since its Sept. 8 launch, according to data from SensorTower, a market intelligence firm. It’s unclear how many people have given Meta full access to their online lives.

不过据市场情报机构SensorTower的数据显示，自9月8日上线以来，Muse的累计下载量已突破250万次。目前尚不清楚究竟有多少用户向Meta开放了自己全部的线上生活权限。

Another related problem is security.

另一个相关问题是安全性。

In its launch announcement, Meta emphasized that Muse was built with security in mind and said each agent runs on its own secure, dedicated computer.

Meta在发布公告中强调，Muse从开发之初就将安全性纳入核心考量，每一个Agent都运行在专属的独立安全计算机上。

Ahead of the launch, Meta’s AI chief, Alexandr Wang, said in an interview that the company was more concerned about the potential for an agent to accidentally leak personal information or delete important emails than about the AI going rogue.

在产品正式发布前，Meta的AI主管Alexandr Wang在采访中表示，公司更担忧的是Agent可能意外泄露个人信息、或是误删重要邮件，而非AI出现失控作乱的情况。

But concerns remain, analysts say.

但分析师表示，相关担忧仍未消除。

“If tomorrow we come in and there’s some kind of major hack of some of these agents having taken someone’s credentials or somebody’s credit card information and went berserk, then I think it’ll be negative for the entire space,” said Squali, the Truist analyst.

Truist分析师Squali表示：“如果明天出现重大安全漏洞事件，部分Agent窃取了用户的身份凭证或信用卡信息后彻底失控作乱，我认为这会对整个行业造成负面影响。”

Muse is also only as good as the websites it has access to, and on Sunday night Amazon made it a worse product.

Muse的使用效果完全取决于它可访问的网站，而周日晚间Amazon的举动直接让这款产品的表现大打折扣。

The online shopping behemoth blocked Muse from accessing its site and purchasing items for its users. In doing so, Amazon said it wasn’t made aware in advance that Muse would be accessing its store and that it didn’t authorize such action.

这家电商巨头屏蔽了Muse访问其网站的权限，禁止它代用户在平台上采购商品。亚马逊表示，做出这一处置的原因是，他们事先并未获知Muse会访问自家商城，也从未授权这类操作。

“We think it’s fairly straightforward that third-party applications that offer to make purchases on behalf of customers from other businesses should operate openly and respect service provider decisions about whether or not to participate,” an Amazon spokesperson said.

Amazon的一名发言人表示：“我们认为逻辑非常清晰：所有提供代消费者从其他商户处代购商品服务的第三方应用，都应当公开合规运营，同时尊重服务提供商作出的是否允许其接入平台的相关决定。”

Meta declined to comment on Amazon’s action.

Meta拒绝对Amazon的此番举措发表置评。

In addition to selling goods, Amazon’s shopping site has a large advertising business, and it won’t want to cede any ground to Meta in that space, analysts said. If agents do more shopping for users in the future, that means fewer humans to show ads to, and a potential rethinking of Amazon’s business model.

分析师指出，除了商品销售业务之外，Amazon的购物平台还拥有体量庞大的广告业务，绝不会希望在该领域向Meta让出半分市场份额。如果未来Agent可以替用户完成更多购物操作，意味着平台能投放广告的真实用户数量会进一步减少，Amazon或将不得不重新考量自身的商业模式。

“Almost all of the internet marketplaces either have a very large advertising business or plan to build one over time,” said Josh Beck, a tech analyst at Raymond James. “So this, I think, is a major chokepoint.” Beck added that the sites need to believe working with AI agents will bring enough new users to their platforms to boost their revenues and not become “net negative.”

Raymond James的科技分析师Josh Beck表示：“几乎所有互联网电商平台要么已经拥有体量庞大的广告业务，要么计划逐步搭建这类业务。”因此我认为这是一个至关重要的核心瓶颈。Beck补充称，这些平台必须确信，与AI Agent合作能为自身带来足够多的新用户、拉动营收增长，而不会产生“净负面”的效应。

Otherwise, they won’t allow agents on their sites, he said. Meta said it has established partnerships with a number of brands, including Shopify, Instacart and Dick’s Sporting Goods.

他表示，否则这些平台不会允许Agent接入自家站点。Meta称其已与多个品牌达成合作，合作方包括Shopify、Instacart以及Dick’s Sporting Goods。

The early and rapid adoption of Muse that has manifested in recent days is also igniting fears that AI will disrupt certain industries, including financial services. Shares sold off Tuesday in wealth-management firms, brokerage houses and even big banks, including a drop of more than 6% for Charles Schwab. Travel-site owner Booking Holdings and insurance-provider Allstate were also hit.

近几日Muse展现出的早期快速普及态势，也引发了市场担忧：AI将会冲击包括金融服务在内的多个行业。周二，财富管理公司、券商乃至大型银行的股价普遍遭遇抛售，其中Charles Schwab的跌幅超过6%。旅游平台运营商Booking Holdings和保险服务商Allstate的股价也受到波及。

Meta must gain market share and not lose it to the likes of OpenAI and Google, which analysts expect to release comparable products in the near term.

Meta必须争取足够的市场份额，绝不能将份额拱手让给OpenAI、Google等竞争对手，分析师预计这两家企业近期就会推出可与之抗衡的同类产品。

Meta does have a first-mover advantage and, as parent company to Instagram and Facebook, has millions of people’s data already and a distribution mechanism that is almost second to none, analysts say. The only other comparable product in the market right now is an AI agent from a startup called Instinct that is also gaining steam but is invite-only.

分析师表示，Meta确实具备先发优势，作为Instagram与Facebook的母公司，它早已坐拥数百万用户的数据，还拥有一套几乎首屈一指的分发机制。目前市场上唯一能与之对标的同类产品，是初创公司Instinct推出的一款AI Agent，这款产品的热度也在持续攀升，但当前仅对受邀用户开放。

“Time to market matters here,” said Ken Gawrelski, an analyst with Wells Fargo. “These assistants get better and better as we, the consumers, learn how to best interact with them and direct our agents.”

“对该领域而言，产品的上市时机至关重要。”富国银行分析师Ken Gawrelski表示。随着我们消费者逐渐摸索出与这类助手交互的最优方式、学会如何引导自己的Agent，它们的表现也会变得越来越出色。

At the same time, he added, Google has a lot of computing capacity it could redeploy to create a similar product in terms of privacy and security. Muse uses a significant amount of computing since each agent runs on its own virtual computer.

他补充道，与此同时，Google手握大量算力资源，可重新调配这些资源，打造出一款在隐私与安全属性上水准相当的同类产品。Muse的算力消耗极高，因为每个Agent都运行在独立的专属虚拟计算机上。

Analysts also expect OpenAI to announce a consumer AI agent in the next week or two, and for Apple to get in the game at some point, too.

分析师还预计，OpenAI将在未来一到两周内推出面向消费者的AI Agent产品，Apple也会在某个时间点入局这一赛道。

“It’s way too early to have a firm view on how this will develop,” said Beck, the Raymond James analyst. “But everyone started to move in this direction.”

Raymond James的分析师贝克表示：“现在就对这一领域的后续发展走向形成明确定论还为时过早。”但业内所有相关企业都已经开始朝着这个方向布局发力。