October 14 & 15, 2026 · 9:00 AM–12:00 PM ET

The Muse
Moment

Personal AI Agents and the Fight for the Consumer

BWG's sector heads host expert panels examining how personal AI agents like Meta's Muse could reshape ecommerce, payments, travel, devices and security, and which companies stand to win or lose.

6 Sessions Virtual Zoom Webinar 55-Min Sessions

Schedule at a Glance

Wed, Oct 14 · 9:00 AM–12:00 PM ET

9:00Muse, Dots, Spark, Grok Bot and More: Every Platform Has an Agent

10:00Assistants or Retailers, Who Truly Owns the Customer?

11:00Who Secures the AI Agent? Sizing the Risk and Spend on Agent Security

Thu, Oct 15 · 9:00 AM–12:00 PM ET

9:00Phone, Pendant or Glasses? The Device War for Personal AI Agents

10:00Book It for Me: Who Wins When AI Agents Plan the Trip?

11:00The Battle for Agentic Payments: Card, Stripe Link or Stablecoin?

Format Virtual with live Q&A

Sessions 55 minutes, 5-minute breaks between

Platform Zoom

Start Both days begin at 9:00 AM ET

Wednesday, October 14

Agents, checkout and security

9:00 AM ET

Platforms & Competitive Moat

Muse, Dots, Spark, Grok Bot and More: Every Platform Has an Agent. Where's the Moat?

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OpenAI's Dots joins Meta's Muse, xAI's Grok Bot, Google's Gemini Spark, GenSpark and Instinct in a fast crowding field of personal AI agents, each with its own cloud computer, a browser and your logins. Apple's rebuilt Siri and more launches are on the way. As the architectures converge, where does lasting advantage come from? This session compares the leading agents on security, autonomy, interface, pricing and model ownership, and debates whether agent software stays a moat or becomes a commodity feature, with value flowing to whoever owns the phone, the messaging app or the storefront.

Panelists

John Rood

Director of Artificial Intelligence at Decision Resources Inc (DRI)

Mitchell Hislop

VP, AI and Technological Innovation at broadhead

Allen Roush

Lead AI Researcher at Thoughtworks

Rama Mahajanam

VP - AI/ML and Agentic Engineering at Lincoln Financial Group

Greg Irwin

BWG Moderator

10:00 AM ET

E-Commerce & Checkout

Assistants or Retailers, Who Truly Owns the Customer?

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AI assistants don't stop at just research — Meta's Muse can make purchases on your behalf. Almost immediately after Meta Muse arrived, Amazon blocked the assistant, while other platforms like Walmart and Shopify welcomed it with open arms. Will AI agents earn the consumer trust that retailers like Amazon and Walmart worked tirelessly to build? In this new world of commerce, who truly owns the transaction?

Panelists

Navah Hopkins

Product Liaison at Microsoft

Ashwin Menon

Co-Founder at Nile

Jason Sidana

Founder & CEO at Midknight Genius

Abigail Johnson

Head of Content and Email Marketing at Exposure Ninja

Tayler Jaksim

VP of Media & Strategy at Navigo Marketing

Justin Ruiss

BWG Moderator

11:00 AM ET

Security & Risk

Who Secures the AI Agent? Sizing the Risk and Spend on AI Agent Security

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Personal AI agents now hold our logins, payment cards and inboxes, and the Muse zero-day flaw showed how quickly a trusted assistant can become an attacker's tool. This session maps the security stack for agents: isolated runtimes, credential brokering, payment controls, prompt injection defense and enterprise visibility. We assess the risk profile for consumers, enterprises and merchants, then debate who captures the spend — agent platforms building security in, incumbent security vendors extending into identity and monitoring, or new AI-native players.

Panelists

Ron Gula

President and Co-Founder at Gula Tech Adventures
Co-Founder of Tenable

Joshua Koplik

CISO at People Incorporated

Esmond Kane

CISO at Advarra

Greg Irwin

BWG Moderator

Thursday, October 15

Devices, travel and payments

9:00 AM ET

Devices & Distribution

Phone, Pendant or Glasses? The Device War for Personal AI Agents

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Meta is the only major agent player without an operating system, and its Muse Charm and AI glasses are a bid to reach users without going through Apple or Google. Apple has rebuilt Siri as the iPhone's gatekeeper for app actions, Google is pushing Gemini deeper into Android, and OpenAI's hardware remains on the horizon. This session debates whether agents need new devices or whoever owns the phone wins by default, whether execution moves from the cloud to the device, and what the Charm must prove this holiday season.

Panelists

Phil Solis

Research Director - Processors, Accelerators, and Connectivity in PCs, Smartphones, and Robotics at IDC

Jim McGregor

BWG Moderator

10:00 AM ET

Travel & Booking

Book It for Me: Who Wins When AI Agents Plan the Trip?

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Maui? Milan? Muse? Researching and planning a trip has never been easier, and with amplified personal AI assistants like Muse, trust might extend into booking directly through a bot. Will partnerships and alliances materialize, will brand equity and traveler behavior be enough, will loyalty and networks bridge back to direct? Among online travel agencies, LLM/personal assistants, and hoteliers, we aim to uncover who in the ecosystem holds the most leverage in this new age of booking.

Panelists

Loren Gray

Founder of Hospitality Digital Marketing

Josh Viner

Corporate Development at TravelAI, An UpNext Company

Dean Schmit

Founder of Base Camp Meta & MetaSearchMarketing.com

Justin Ruiss

BWG Moderator

11:00 AM ET

Payments & Fintech

The Battle for Agentic Payments: Card, Stripe Link or Stablecoin?

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Payment credentials, processing fees and liability will shape the economics of agentic transactions for merchants and consumers. Muse checks out through Link by Stripe, with Shop Pay and PayPal joining. But payment terms can be a zero-sum game, with Stripe's potential wins coming at the expense of merchants or consumers. Who is likely to win over time? Can Muse get to scale to set fees? Can Link by Stripe displace the card networks?

Panelists