Meta aims to create an AI agent that can shop on Instagram on your behalf and perform like an entire agent.

      Meta’s upcoming AI initiative goes beyond chatbots and is venturing into the realm of shopping assistance on Instagram. According to a report from Engadget, referencing The Information, the company is working on a more sophisticated "agentic" AI assistant that can carry out tasks for users rather than merely responding to requests. This will include a dedicated AI shopping assistant for Instagram.

      What is Meta developing?

      The new AI tool is reportedly based on a model called Muse Spark, which Meta is currently testing internally. Additionally, the company is engaged in another project, codenamed Hatch, with testing expected to conclude by June. If you have been keeping track of the AI agent development competition, you'll note that these tools are being designed to do more than just summarize webpages or generate text. They aim to navigate apps, interact with services, and perform complex tasks for users.

      Engadget described this initiative as a competitor to OpenClaw, considering how intensely the company has been pursuing agentic AI. OpenClaw quickly gained prominence in this field, created to operate across various software and hardware platforms. Hatch is reportedly being tested on services such as DoorDash, Reddit, and other external platforms.

      Instagram presents a fitting environment for Meta to test this publicly. The app seamlessly combines creators, product discovery, advertisements, recommendations, and shopping activities. Thus, an AI assistant that searches for products, compares different options, and aids users in making purchases is a natural extension.

      However, there are some understandable concerns. Meta has spent years converting user attention into advertisements, recommendations, and commerce. Introducing an AI agent into the mix raises both convenience and unease.

      The Manus situation still casts a shadow

      Recently, Meta attempted to enhance its agent ambitions by acquiring Manus, an AI agent startup originating in China and later based in Singapore. The acquisition was reportedly valued at approximately $2 billion, but Chinese authorities blocked it in late April. Therefore, Meta's renewed push for an AI agent follows the collapse of the Manus deal. With increased investment in AI infrastructure, it is clear that the company is aiming for a robust agent platform. If acquiring one proves unfeasible, building one appears to be the logical alternative.