Tech giant Meta is reportedly building a consumer-facing AI agent and an agentic shopping tool within Instagram.
The Information reported that Meta is getting ready to launch a consumer-facing AI agent that acts as a personal assistant and can carry out tasks for a user autonomously.
The report claims that the Big Tech company aims to develop a more consumer-friendly version of the viral open-source AI agent OpenClaw, which lets users utilise autonomous AI agents that can complete tasks on behalf of users.
The product is apparently codenamed ‘Hatch’ and will be powered by Meta’s Muse Spark AI model.
Meta attempted to hire OpenClaw’s founder Peter Steinberger earlier this year, who instead chose competitor OpenAI. The company acquired OpenClaw in Februrary 2026.
As AI-powered product and service discovery becomes more prevalent, Meta is apparently also creating an agentic shopping tool for Instagram, which would enable users to purchase directly within its social media platform.
The company’s CEO Mark Zuckerberg is reportedly arguing in favour of developing an AI agent that can shop for users. This tool is set for launch before the end of 2026.
The rumoured developments come as Meta faces mounting pressure from investors over its AI-focused expenditure – the company raised its annual capital expenditure by $10 billion.
The Rise of Shopping with Agents
Consumers are increasingly using AI agents to browse for and purchase products.
Meta’s Hatch is reportedly being tested in ‘sandboxed’ environments where it can navigate simulations of real websites like Etsy and Reddit.
Despite this, consumers have raised concerns around fears of inputting sensitive data – like payment information – into AI tools, which has meant that AI platforms often serve as a product search tool rather than a transaction tool.
OpenClaw sent waves through the agentic world upon its release in November 2025, enabling anyone to build their own personal agent. Despite its success, Meta cites OpenClaw’s complexity as a reason for developing Hatch.
Meta’s aim to create a more consumer-friendly version of this tool could signal a major shift towards the everyday use of personal agents.
