Delta Air Lines and Yelp block Meta's Muse and other AI agents

The tension has been building since Amazon banned Perplexity's agentic shopping feature and sued the startup. Amazon argued that third parties buying on behalf of customers should operate openly and respect whether a service provider participates; Perplexity countered that Amazon wants human eyeballs on its ads and likened its agent to an extension of the user. A judge initially ordered Perplexity to stop, but an appeals court overturned that ruling in August, and Amazon has filed an amended complaint.

Even where sites have not banned agents outright, agents are running into anti-bot systems. Reports on Reddit suggest Google is blocking some accounts that use Muse for 'suspicious activity,' and others report checkout problems on Walmart despite its Meta partnership. Cloudflare, meanwhile, introduced a one-click block for AI crawlers in 2025 and began blocking crawlers that scrape for both search indexing and AI training.

The practical result is a patchwork: some sites shut agents out, some partner with them, and some simply trigger security systems never designed for them. Chris Canal of EquiStamp says that if companies actively work to keep agents out, there are fewer useful things agents can do — and he expects more human-verification hoops to appear as a result.