Tushar Mehta/Android Authority
TL;DR
- Meta is said to be developing a consumer AI agent called “Hatch” that could make its apps more action-oriented rather than just content-driven.
- Mark Zuckerberg reportedly sees potential in AI agents but believes existing systems are still too complex for everyday users.
- Meta is reportedly testing Hatch on simulated versions of apps like DoorDash, Reddit, and Outlook, hinting at broader app support beyond Meta’s ecosystem.
Meta may be starting to take AI more seriously 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 Information Meta is working on a new AI agent for consumers, called “Hatch.” The main idea is to make Meta’s apps more proactive, allowing AI to handle tasks for users instead of just showing content.
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This approach appears to be part of a larger trend in technology called agentic AI. Unlike regular chatbots, which only answer questions, these systems can take actions, use apps, complete tasks, and make decisions with a little help from people.
Earlier this year, the open-source AI agent OpenClaw became popular by showing that AI can use software like a person. It can book flights, order food and do online shopping for you. Meta CEO Mark Zuckerberg called it exciting but said it was too difficult for most people to use.
The company now wants to make it easier. Hatch is reportedly being tested on simulated versions of DoorDash, Reddit, and Outlook, so it’s intended to work with apps outside of Meta, not just its own.
Right now, Hatch uses Anthropic’s AI models, while Meta works on its own system called Spark in the background.
Instagram could play a big role in Meta’s plans. The report states that Meta is working on an AI shopping tool that lets users tap on products they see in Reels or posts and then take AI help in the purchasing process.
Meta has spent years trying to make Instagram a better shopping platform to compete with TikTok Shop and other social shopping apps, and AI agents can help by making mobile shopping less frustrating.
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