Instagram may soon get an AI personal shopper that actually buys things for you

Source: Android Authority

TL;DR

• Meta is developing a consumer AI agent called Hatch that could make its apps more action‑oriented instead of just content‑driven.
• Mark Zuckerberg sees potential in AI agents but believes current systems are still too complicated for everyday users.
• Meta is testing Hatch on simulated versions of DoorDash, Reddit, and Outlook, hinting at broader app support beyond Meta’s ecosystem.

Meta’s shift toward “agentic” AI

Meta may be starting to take AI more seriously, moving beyond simple chatbots. The company reportedly wants its assistant to help users with real tasks, and Instagram might be where it tries out these new features.

A report from The Information says Meta is working on a new AI agent for consumers, called Hatch. The main idea is to make Meta’s apps more active, letting AI handle tasks for users instead of just showing content.

This approach is part of a broader trend known as agentic AI. Unlike regular chatbots that only answer questions, agentic systems can:

• Take actions within apps
• Complete multi‑step tasks
• Make decisions with minimal human input

Earlier this year, OpenClaw, an open‑source AI agent, demonstrated that AI could use software much like a person—booking flights, ordering food, and shopping online. Meta CEO Mark Zuckerberg described it as exciting but noted it was too hard for most people to use.

Hatch testing and technology stack

Meta is now aiming to simplify the experience. Hatch is reportedly being tested on simulated versions of:

• DoorDash
• Reddit
• Outlook

This suggests the agent is intended to work with third‑party apps, not just Meta’s own services.

Currently, Hatch relies on Anthropic’s AI models, while Meta develops its own system called Muse Spark in the background.

Instagram as a launchpad

Instagram could play a key role in Meta’s plans. The report indicates Meta is building an AI shopping tool that lets users tap on products they see in Reels or posts, with the AI assisting throughout the buying process.

Meta has spent years trying to turn Instagram into a stronger shopping platform to compete with TikTok Shop and other social‑shopping apps. AI agents could make mobile shopping less frustrating by handling the logistics of purchase, payment, and delivery.