Meta Prepares New AI, Not Just a Chatbot and Mimicking Real Users

Meta is reportedly preparing a new phase of artificial intelligence (AI) in its social media ecosystem. While AI has previously been used only to answer questions or create/edit images, Meta now wants AI to truly “act” on behalf of users. The parent company of Facebook, Instagram, WhatsApp, and Threads is developing AI agents, which are AI systems capable of executing tasks automatically with minimal user instructions. According to reports from The Information and Financial Times citing industry sources, the internal project is named “Hatch”. Hatch is said to be inspired by OpenClaw, the agentic AI technology recently acquired by OpenAI, which can perform complex tasks across applications and services without constant human intervention. Unlike ordinary chatbots that only provide answers, AI agents offer “next level” capabilities to take direct actions. For example, in e-commerce, the AI could monitor daily price changes, match inventory stock, and automatically adjust product prices for sale. Within Meta’s ecosystem, these AI agents are reportedly also usable for various other activities on Facebook, Instagram, Messenger, WhatsApp, and Threads. Some examples include: [Note: Specific examples appear to be missing in the original text]. The company formerly known as Facebook Inc. reportedly wants to make all social media activities more automated and efficient. Meta CEO Mark Zuckerberg is even said to have tried training AI using his own daily activities to help automate his personal work. Another highlighted feature is the integration of an AI shopping agent on Instagram. According to the report, Meta is preparing an AI system that can assist users in searching for products, comparing prices, and making purchases automatically. The AI will then find the best stores, compare prices, and complete the purchase process without users needing to leave Instagram. Currently, Meta’s AI agents are still in the internal testing phase. The Information states that Meta targets completing the Hatch project testing before the end of June 2026. Meanwhile, the AI shopping feature for Instagram is targeted to launch before the fourth quarter of this year, as compiled by KompasTekno from Social Media Today and Reuters.