Meta Platforms is developing a consumer-focused AI assistant called “Hatch” alongside an AI-powered shopping tool for Instagram, according to The Information. The projects reflect Meta’s broader strategy to expand generative AI products across its social media ecosystem and compete with rivals including OpenAI and Google.
The proposed shopping feature reportedly uses agentic AI capabilities to help users discover products, compare options, and complete purchases directly within Instagram. Meta is also exploring ways to integrate the assistant across messaging and social applications to increase engagement and advertising efficiency.
The company continues to invest heavily in AI infrastructure and product development as tech firms race to commercialize consumer AI services and digital commerce automation.
