Meta aims to develop an AI agent that will shop on Instagram on your behalf, performing the role of an agent.
Meta's upcoming AI initiative is progressing from chatbots to a shopping assistant. An Engadget report, citing The Information, reveals that the company is developing a more sophisticated “agentic” AI assistant capable of performing tasks for users, rather than simply responding to requests. This includes a dedicated AI shopping assistant for Instagram.
What's in the works at Meta?
Bryan M. Wolfe / Digital Trends
The new AI tool is reportedly based on a novel model called Muse Spark, which Meta is currently testing internally. Additionally, the company is working on another initiative, named Hatch, with testing expected to conclude by June. For those monitoring the AI assistant landscape, these tools are designed to do more than just summarize web pages or create text; they aim to navigate apps, engage with services, and manage multi-step tasks for users.
Engadget labeled this project as a competitor resembling OpenClaw, especially considering how aggressively Meta is pursuing agentic AI. For reference, OpenClaw has rapidly gained recognition in this field, as it is intended to function across various software and hardware platforms. Hatch is reportedly being trialed on platforms like DoorDash, Reddit, and other third-party services.
Despite this, Instagram likely serves as the simplest venue for Meta to publicly test this feature. The app already integrates creators, product discovery, advertising, recommendations, and shopping behaviors, making it ideal for an AI agent capable of searching for products, comparing choices, and assisting users with purchases.
However, some concerns are evident. Meta has spent years converting user attention into advertisements, recommendations, and commerce. Offering an AI assistant from the same company may enhance convenience but could also raise unease.
The Manus acquisition setback
Recently, Meta tried to expedite its agent strategy by acquiring Manus, an AI agent startup that originated in China and later relocated to Singapore. The deal was valued at approximately $2 billion but was blocked by Chinese regulators in late April. Consequently, Meta's effort to launch a new AI agent initiative comes on the heels of the Manus deal's failure. With increased investment in AI infrastructure, it’s clear that the company desires a robust agent platform. If acquiring one proves difficult, building an in-house solution appears to be the logical alternative.
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Meta aims to develop an AI agent that will shop on Instagram on your behalf, performing the role of an agent.
Meta is said to be developing AI tools designed to handle daily tasks, including an Instagram shopping assistant anticipated for late 2026.
