Meta and Sierra preview Personal Agent Protocol, an open standard for AI agents dealing with businesses

On October 6, 2026 Meta announced that Meta (with its Muse assistant and Meta Business Agent) and Sierra are previewing Personal Agent Protocol, an open standard defining how personal AI agents interact with businesses. Meta named Genesys, NiCE, Decagon, Rocket, Shopify, Stripe and Walmart as industry partners. The protocol is meant to handle authentication, give consumers control and give companies visibility into what agents do through their websites, APIs or company agents, and Meta said it will be open for anyone to implement. For consequential actions such as signing in, completing a reservation or making a purchase, Muse continues only with explicit user approval. Meta did not give a release date for the specification.

Impact

This is not an ads product, but it shows how Meta expects AI agents to research, book and buy on behalf of users. For e-commerce and lead-generation advertisers, part of future conversions could come through agents rather than people browsing a site, which affects how journeys are tracked and attributed.

Recommendations

Follow the protocol's publication if you run commerce or booking sites on Shopify or similar platforms
Check that product feeds, policies and booking flows are machine-readable and accurate
Plan how agent-originated conversions would be identified in analytics

Source: Meta for Business