OpenTable bets on AI agents to bring restaurants new diners

OpenTable has linked its reservation platform with AI agents from startup Instinct and Meta, positioning itself as an early partner for services that book tables on users’ behalf. Meta released its consumer-facing agent, Muse, in September. OpenTable chief operating officer Amy Wei said the company was the first booking partner in both cases.

The integrations connect restaurant reservations to assistants designed to manage background tasks, including arranging doctor’s appointments and negotiating bills. OpenTable has promoted the partnerships through Instagram campaigns urging restaurants to consider whether they will appear in Muse’s recommendations and bookings.

Early OpenTable data suggests the integrations could help restaurants attract unfamiliar customers. Wei said most people booking through these agents are first-time diners at their chosen restaurants and are currently spending more money. The longer-term effects of AI agents and bots on the reservations business remain uncertain. OpenTable is pursuing sanctioned partnerships to keep its restaurants visible as consumers increasingly delegate discovery and booking to automated services.