Meta's Muse AI Agent Sparks Selloff in Financial and Travel Stocks

Meta's new AI agent, Muse, triggered a sharp selloff in financial and travel stocks on September 22, 2026, as investors feared the tool could disrupt wealth management, brokerage, and consumer booking services. The S&P 500 financial sector fell 2%. Charles Schwab (SCHW), LPL Financial (LPLA), Raymond James (RJF), and Ameriprise Financial (AMP) each dropped more than 5%. JPMorgan (JPM) fell 3.4%, its steepest monthly decline since July, while Wells Fargo (WFC) slid 3.9%. Bank of America (BAC), Citigroup (C), and regional banks also declined. Booking Holdings (BKNG) and Allstate (ALL) were hit. Muse, which handles reservations, travel, orders, and messaging, has partnered with PayPal (PYPL) and Plaid, widening its potential reach across payments, financial planning, and insurance. Analysts cautioned the reaction may reverse if incumbents adopt similar technology, noting established firms retain significant data advantages.